Munich, Germany, May 21st, 2025— At the upcoming Digital Signage Summit Europe exhibition (DSSE), Sony will demonstrate its world-first dynamic advertising solution, powered by its AITRIOS edge AI technology on professional BRAVIA displays, capable of creating responsive, targeted content based on where a viewer looks on the screen. 

Highlighting how the AITRIOS Edge AI solution can be used with many different models, the Sony booth will showcase 2 different applications of this CMS agnostic system, one around gaze detection and resulting analytics with partner AISS, the other centred on intelligent object detection with partner ScreenManager. As examples of the many use cases retailers may have, the 2 different set ups interpret viewers' gaze or detects objects to trigger real-time, tailored content, offering retailers an unprecedented opportunity to better engage and target customers inside their stores. ​ 

The BRAVIA Professional Displays bring their class leading image quality and reliability to Sony’s advanced edge AI platform AITRIOS. The displays’ powerful system on chip (SoC) enable any CMS partners’ signage applications to run smoothly without a separate media player. The combination of BRAVIA, CMS and the AITRIOS platform form an efficient and intelligent Vision AI, making every retail customer interaction more relevant, personalized, and impactful. 

Sony’s AITRIOS provides the world’s first intelligent vision sensor IMX500 with AI processing capability and AI management software on a single platform, empowering teams of all skill levels to build, deploy, and manage vision AI retail solutions based on key audience metrics such as attributes, gaze measurement, proximity to the device, and the number of people in a given area. AITRIOS allows retailers to boost revenue by leveraging gaze detection and behaviour analytics to justify premium shelf placements and tailored marketing packages. This privacy-conscious, GDPR compliant platform, thanks to its unique in-sensor processing of AI, enhances customer engagement, supports performance-based pricing models, ultimately leading to increased sales with more targeted, real-time advertising and delivering measurable value to retailers and their brand partners. 

“Our BRAVIA Professional Displays are designed to offer maximum customer engagement in store and we’re always looking for new ways for screens to present relevant, timely and crystal-clear information in their environment,” said Matsumura Motoki, Marketing Director, PDS, Sony Europe. “Our CMS partners for DSSE, AISS and Screen Manager, have integrated the AITRIOS solutions into their CMS to showcase gaze detection analytics and dynamic signage based on object detection. ​ By combining BRAVIA, CMS and AITRIOS, we are offering retailers class leading displays in terms of image quality and cost of ownership and ​ ​ exciting new way to deliver hyper-targeted, meaningful messages to their audiences.” 

“Creating innovative solutions for customers and retailers is always exciting and working on this with Sony was an outstanding opportunity,” said Lorant Szucsik, Chief Commercial Officer, AISS Technologies. 

"We are truly enthusiastic about the seamless integration of our CMS platform within these leading-edge showcases at DSSE with Sony”, commented Roman Almashi, Chief Executive Officer, ScreenManager. “This collaboration underscores our commitment to innovation and delivering exceptional experiences”. 

This technology showcase will be live at Digital Signage Summit Europe at booth 07, where attendees can experience firsthand how AI-powered, gaze-responsive content is shaping the next evolution in digital advertising. ​ 

For more information about Sony Professional Displays, please visit: BRAVIA Professional Displays 

About Sony Corporation  

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With a mission to "create the future of entertainment through the power of technology together with creators," we aim to continue to bring Kando* to people around the world. ​ ​ 

For more information, visit: http://www.sony.net/ ​ 

*Kando is a Japanese word that roughly translates as the feeling of awe and excitement felt when experiencing something beautiful and amazing for the first time. ​ 

About Sony Europe B.V.  

Sony Europe B.V. is a subsidiary of Sony Corporation and is headquartered in UK. We drive Sony’s leading Entertainment, Technology & Services business for consumer and professional markets, as well as Imaging & Sensing Solutions business across Europe. From R&D and engineering, design, to sales, marketing, distribution and customer service, we work to deliver Sony's purpose to fill the world with emotion through the power of creativity and technology. ​ ​ ​ ​ 

For more information, visit: www.sony.eu/presscentre ​ ​ 

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