Retail and advertising are entering a new era—one where
artificial intelligence (AI) operates not only in the cloud but
across the full ecosystem, especially the shopping journey.
From edge devices to centralized platforms, AI now
motivates shoppers, assists choice, and transforms digital
out-of-home (DOOH) screens into intelligent, connected
nodes.
Once passive broadcast channels, DOOH screens are
becoming active decision-making points. AI powers
content management, audience interaction, network
monitoring, and business insights, creating dynamic
engagement at scale. To meet diverse needs, a hybrid AI
network combines real-time edge inference with cloudbased
large language models.
From Content to Context
AI models can now be trained for highly specific domains—
detecting shopper behaviour, analysing campaign
performance, and adapting messages in real time. Local
media players act as sensors, feeding insights back
to the network, while cloud analytics provide strategic
depth. Crucially, AI enhances rather than replaces human
interaction: shoppers connect through interactive screens
or gestures, while marketers use natural language to
query complex systems.
Real-Time Intelligence Everywhere
An hybrid AI network enables retailers and OOH network
operators to:
• Detect audience patterns instantly at the edge.
• Spot anomalies to ensure network reliability.
• Support predictive modelling via AI-assisted network
operations centers.
• Automatically tag and validate media content.
• Dynamically adjust campaigns in real time while
optimizing long-term investments.
• Simplify human interaction through adaptive, intuitive
interfaces.
Data as a Strategic Asset
traditional campaign reporting. With hybrid AI, businesses
can cluster audiences, detect anomalies, predict
outcomes, and drive smarter programmatic buying. At
the same time, robust privacy and security requirements
mean that on-premises and private cloud architectures
remain critical to ensuring proper governance and
safeguarding this strategic data.
The Road Ahead
Through its adooh platform, DGCT has enabled
deployments across shopping malls, highways, bus
shelters, and convenience stores from Mumbai and
New Delhi to Southeast Asia, Taiwan, and Japan.
The convergence of hybrid AI, edge computing,
and programmatic buying is redefining consumer
engagement. DOOH screens are no longer just display
endpoints—they are becoming decision-making engines
that empower retailers while preserving human creativity.
This same expertise extends seamlessly to telecom,
energy, and smart cities, enabling predictive intelligence
and real-time responsiveness. For industry leaders,
the path forward is clear: hybrid AI is not simply about
efficiency—it is the foundation of the future, where
consumer engagement, human-centric interaction, and
intelligent infrastructure converge.
This article has been published in the French Chamber of Commerce in Singapore Focus Magazine November 2025 Artificial Intelligence edition and can be found here