How we think about AI at PLAYipp

We are building AI into the core of PLAYipp, and I want to be open about where we are and how we are thinking about it. Not a roadmap full of promises, but the real picture: what we are shipping, the choices behind it, and the principles we are holding ourselves to.

Most AI in software gets three things wrong

If you have tried the AI features that arrived in your other tools over the past year, you probably recognize the pattern. There is a chat window tucked into the bottom corner. It is generic, so it does not really know where you are or what you are trying to do. And it lives slightly outside your actual work, off to the side, doing new things that were never part of the job you came to do.

The result is that people try it once and click it away. It does not help you where you are.
We did not want to add AI to PLAYipp just to be able to say we have it. If it does not make your work genuinely easier, it is noise.

Our approach: AI that understands your screens, not just your words

Two things shape how we are building this.

First, context. We have spent more than 20 years in digital signage, and we work with around 4,000 organizations. That means our AI does not start from a blank page. It understands your screens, your structure, and your organization, so it can help with the specific work in front of you rather than answer generic questions. An AI assistant that already knows the state of your network is far more useful than one you have to explain everything to.

Second, placement. Instead of a generic bot in the corner, we are bringing AI front and center, into the flow of the work itself, right where the task happens. You activate it when you want help, and you switch it off when you would rather do things yourself. You stay in control the whole time.

What is coming this autumn

This is not a someday promise. Here is what we are putting into the product in the coming months.

Turning data into something worth looking at. If you already connect data through tools like Power BI, an AI assistant helps you turn those numbers straight into a clear chart, ready for the screen, instead of exporting them into a slide or asking someone to build the visual by hand. It can even look at your data and suggest the format that fits it best.

Handling the admin by asking. Setting up screen groups, tags, schedules, and user permissions is real work, especially on larger accounts. AI helps you do it by describing what you want, so you spend less time clicking through menus.

Keeping your screens healthy. When a screen or an integration needs attention, AI helps you understand what is going on and offers to help you put it right, so more of your network stays live and on message.

None of these are AI for show. They are the parts of the job where our users lose the most time today.

Security is not a footnote

The moment you add AI to a product, the honest question is: what happens to the data? For the kind of organizations we work with, many of them in the public sector, this is not a detail. It is the whole conversation.

So we made deliberate choices. Our in-product AI runs on Swedish (EU) infrastructure, and the data you put in stays within that boundary. Your data is never used to train large AI models. For customers who are not ready for AI, or who cannot use it for parts of their operation, it can be switched off. And all of this sits inside the same GDPR commitments and the same security standards you already hold us to.

We would rather be the company that is careful about this than the one that moves fast and explains later.

AI built to help you do your best work

One last thing, because it guides every decision we make here.

Our users are communicators, editors, HR people, and administrators who have a lot on their plate and want a good day at work. So when we ask whether an AI feature belongs in PLAYipp, the test is simple: does it help you do your best work? If it makes your day easier, faster, or your screens better, it earns its place. If it does not, we leave it out.

That is why we build AI into the flow of the work, keep you in control, and let you decide when to use it. It is there to take the busywork off your plate and give you a helpful hand exactly where you need one, so you can spend your time on the parts that actually matter.

That is where we are, and where we are heading. We are excited to build it with you.