Global defense spending is entering a new era, driven by sustained geopolitical tensions, accelerated European rearmament, and a strong focus on digital, AI‑enabled, and dual‑use technologies. As armed forces modernize command structures and operational capabilities, visual systems have become mission‑critical infrastructure. From command‑and‑control centers to remote operations of drones, surveillance systems, and autonomous platforms, large‑format displays and real‑time visualization are no longer auxiliary tools -they are central to how defense organizations operate, decide, and respond.

In this fireside talk, Dr. Johannes Tröger and Florian Rotberg explore what this structural shift means for the digital signage industry. Drawing on insights from recent defense conferences and conversations with military advisors, Dr. Johannes Tröger outlines where real opportunities are emerging, which requirements differ fundamentally from commercial projects, and how signage vendors can responsibly approach defense and dual‑use markets. The discussion will separate hype from reality and offer a pragmatic view on how an industry rooted in retail and corporate communications can adapt to one of the fastest‑growing and most demanding sectors worldwide.

Digital humans are moving rapidly from experimental showcases to real‑world interfaces in customer communication, retail, transport, and QSR. Powered by advances in AI, speech synthesis, and real‑time rendering, lifelike avatars are increasingly embedded into digital signage networks – opening up new opportunities for engagement, trust, scalability, and operational reality.

This panel explores where digital humans add genuine value beyond traditional content, and where expectations still exceed today’s technical and economic limits. Industry experts will discuss use cases, integration challenges, content governance, ethical considerations, and the impact on customer experience and operations. From brand storytelling and service automation to multilingual communication and accessibility, the discussion will separate hype from viable deployment models.

The session offers a pragmatic look at how digital signage may evolve from displaying messages to hosting interactive, AI‑driven conversations - and what this means for network owners, integrators, and content strategists alike.

Artificial intelligence is moving beyond experimentation into real-world deployment across digital signage networks. This session explores the latest use cases, from content creation and personalisation to operational efficiency and audience analytics. Discover how organisations are translating AI capability into tangible business value and where the next wave of innovation is emerging.