Paper Title
DIGITAL DECISION SUPPORTED BY ARTIFICIAL INTELLIGENCE INTERACTION BETWEEN AUDIENCE & DIGITAL SIGNAGE

Abstract
Abstract - Digital signage is widely used in advertising. Digital signage systems present new options for target customers, marketing organizations, and manufacturers. Novel techniques to reduce the distance between digital signage providers marketing organizations and audiences/passersby have been shown to improve advertising. However, understanding target clients and providing personalised service to develop a full connection between marketing organization, digital signs, and target audiences/passersby is difficult. These criteria push us to examine how DS affects audience emotions, interactions, and content decisions. This study focused on using digital signage and AI to meet customer expectations and produce company value. This paper analyzes DS's four fundamental components storytelling content, location, brightness, and dimensions—to determine which are most important to audiences. Marketing organizations—DS providers—face issues by failing to grasp their target clients. This study discusses how AI would improve the digital signage industry. SPSS and SmartPLS have been used for statistical studies and hypotheses testing. According to the research, target audiences are crucial. Keywords - Artificial Intelligence, Brightness, Decision Making, Digital Signage, Dimensions, Emotion and Sentiments; Interaction, Placement, Storytelling Content