AV/IT Pain Points 2026: BrightSign

Features
By ( AVTechnology ) published

Misty Chalk, Vice President of Sales, Americas at BrightSign, addresses pain points faced by AV/IT departments today and shares insight into how the company supports AV/IT end users in creating a successful installation.

Misty Chalk, Vice President of Sales, Americas at BrightSign
(Image credit: Getty Images)

AVT Question: Please address pain points faced by AV/IT departments today and share insight into how your company supports AV/IT end users in creating a successful installation.

Thought Leader: Misty Chalk, Vice President of Sales, Americas at BrightSign

Amid the growing experience economy, AV/IT departments face pressure to enhance the experiences their organizations offer.

Article continues below

Deploying technology like digital signage can help, but it’s only the start of the process. Audiences crave personalized micro experiences. A museum setting, for instance, can no longer rely on showing the same digital content on each display; they need to create interactive activations tailored to the interests of each guest. This could mean pairing the digital display with a projector that presents possible topics on the floor, and visitors then stand on their preferred topic as it appears on the display.

While personalizing experiences helps engage audiences, AV/IT departments must avoid complicating their own workflows in the process." —Misty Chalk, Vice President of Sales, Americas at BrightSign

While personalizing experiences helps engage audiences, AV/IT departments must avoid complicating their own workflows in the process. Seeking out a partner to support digital signage deployments from end-to-end can help streamline implementation and automate workflows, ensuring organizations have the right hardware, software, infrastructure, and remote management capabilities in place.

Measuring the impact of these experiences poses another challenge. Digital signage journeys are unique for each organization. Yet, these organizations often don’t discuss their goals early in the process. When thinking about impact, it’s helpful to consider the audience: Is it more important to reach as many people as possible—or is it better to target individuals with content that’s most relevant to them? Aligning on these questions can help AV/IT teams set realistic, measurable goals and implement proper solutions. If personalizing content is key, the team could explore AI-powered signage applications that track how many people view a display or detect the mood of a room and adjust content accordingly.

While innovating audience experiences is no small feat, working with a trusted partner can help simplify the process for maximum success.

Cindy Davis
Cindy Davis
Brand and content director of AV Technology

Cindy Davis is the brand and content director of AV Technology (AVT). She was a critical member of the AVT editorial team when the title won the “Best Media Brand” laurel in the 2018 SIIA Jesse H. Neal Awards. Davis moderates several monthly AV/IT roundtables and enjoys facilitating and engaging in deeper conversations about the complex topics shaping the ever-evolving AV/IT industry. She explores the ethos of collaboration, hybrid workplaces, experiential spaces, and artificial intelligence to share with readers. Previously, she developed the TechDecisions brand of content sites for EH Publishing, named one of the “10 Great Business Media Websites” by B2B Media Business magazine. For more than 25 years, Davis has developed and delivered multiplatform content for AV/IT B2B and consumer electronics B2C publications, associations, and companies. A lifelong New Englander, Davis makes time for coastal hikes with her husband, Gary, and their Vizsla rescue, Dixie, sailing on one of Gloucester’s great schooners and sampling local IPAs. Connect with her on LinkedIn.