What we learned from the industry trend summaries made by AI; and it’s not AI’s fault

How marketing content overload distorts the real picture of the DOOH/digital signage industry.

1. There are hundreds of DOOH/digital signage vendor websites publishing marketing and PR content. Many of them use SEO to get higher in search results and to be noticed by AI. High search rankings do not necessarily reflect the market share of a vendor. Nor do they mean that the content is of high quality or unbiased. High rankings are often just a result of successful SEO efforts.
2. Since there are very few independent industry observers, AI mostly scans what’s available in the keyword search results. Which is mostly SEO-enhanced vendor content.
3. It’s not AI’s fault. AI honestly analyses and summarizes what’s there. Which is – content marketing.

And here’s what Safari AI thinks of the marketing content overload and how it distorts the real picture:

• Dilution of Quality and Value: The “more is better” approach to content creation often results in a flood of low-quality, repetitive information, as brands race to capture attention. This makes genuinely high-quality or unique content harder to find, causing consumers to undervalue the information presented and lose confidence in the industry’s expertise as a whole.
• Skewed Perception of Trends and Innovation: The constant stream of marketing hype can make every minor update seem like a major breakthrough. This makes it difficult for observers to distinguish between authentic, impactful innovations and simple, surface-level marketing spins. What might be a niche trend is often presented as an industry-wide revolution, creating a misleading picture of market dynamics.
• Prioritization of Hype over Authenticity: Overproduced, “perfect” content often alienates audiences who crave authenticity. The focus on curated brand messaging, rather than real-world performance or raw experiences, creates a disconnect between the brand’s portrayal and the actual industry landscape.
• Information Pollution and Misinformation: The ease of content production means that inaccurate or contradictory information can spread rapidly, “contaminating” the pool of useful data. This forces consumers and analysts to sift through vast amounts of information, increasing the risk of making poor decisions based on faulty or incomplete data.
• Decision Paralysis and Disengagement: When faced with an overwhelming amount of competing messages, consumers may experience mental exhaustion and decision paralysis, leading them to tune out entirely. This creates an “attention economy” where the real challenge is not a lack of information, but earning the right to a consumer’s limited attention, further obscuring genuine industry developments.
• Focus on Vanity Metrics: Marketers often become preoccupied with metrics like views and likes, which can be achieved with clickbait or superficial content, rather than focusing on metrics that reflect true value or business results. This internal focus on vanity metrics perpetuates the cycle of content overload and distracts from the real, complex challenges and opportunities within the industry.