Dahua celebrates the second edition of Limitless with data intelligence as its axis

Data and its analysis have become a key element in any technological installation, whether in the security environment or in digital signage. And this was revealed in the second edition of Limtless 2025, event held yesterday Dahua in Madrid and which brought together more than 200 sector professionals.

In Limitless 2025, Dahua has taken a journey into the future, where creativity, collaboration and strategic vision have merged to drive progress and innovation in all market segments in which it operates.

Limitless has returned in its second edition to continue promoting the cross-industry collaboration, business and technologies. Under the motto 'The future of digital intelligence', The day has focused on three verticals: retail, energy, traffic and transportation, in addition to addressing two strategic issues such as cybersecurity and data intelligence.

Through conferences and the vision of different industry leaders, It has explored how innovation and human talent combine to transform the future.

The objective of these sessions has been to promote collaboration between various industries, business and technologies, in order to build a robust and prosperous ecosystem for the sector. Collaboration and innovation have been the great premise of this second edition, and they are the basis to achieve that digital future.

Yes in the first edition, Dahua brought together more than 120 professionals, to this, which has been held again in Madrid, more than 200, with representation of the five verticals that have been the focus of the congress.

The event began with the introduction by Chenzhi Zhu, CEO de Dahua Iberia, where he reviewed the history and evolution of the company, since its foundation in 2001 until you reach this 2025 with a template 23.000 employees, of which the 50% They are dedicated to R&D. Its capacity in this area has been growing and it has established five research institutes and a research and development system based on hardware and software platforms..

The core of its activity has always been security and video surveillance (CCTV, smart security) y, These lines have been joined, in more recent times, their ProAV solutions&IT. “Our products in recent years have evolved far beyond security. They are designed so that our partners can offer the best solutions. The ProAV line&IT is the newest”, explica Chenzhi Zhu.

In this line of activity they offer a wide range of visual solutions ranging from monitors to LED screens., LCD video walls and digital signage, focusing on product planning, strategic marketing and smooth project delivery.

Regarding the verticals in which Dahua focuses its activity, the retail, como comenta Chenzhi Zhu, It is one of those that has grown the most in Spain after the pandemic. "In 2023 its billing increased by 12,7 percent, exceeding the European average”.

In this environment, Traditional security measures have given way to solutions aimed at loss prevention, to data analysis and customization of tools.

In addition, Solutions are also sought to optimize operations and connect with customers.. These topics were widely discussed in the round table, which took place in the second part of the event, and in which we discussed how technology and data are changing the way we manage, operate and connect with visitors who come to shopping centers.

The transformation of retail

Under the title “Transforming retail: data, “AI and innovation in shopping centers”, Topics were addressed about how the role of data affects decision making, How artificial intelligence is optimizing the personalization of the shopping experience, the evolution of customer journey in physical spaces, or the impact of analytics on the operational and strategic management of centers.

Organized by Flame and moderated by Oscar Garcia, Strategic Account Manager, They have participated in this round table Carlos Guinea, Director of Innovation at Castellana Properties; Marcos Estopiñán, head of Digital and Innovation en Carmila; Jesus Hernandez, shopping center manager The Vaguada; and a retail icon in Madrid and an example of constant adaptation to the new consumer.

During their speech, the speakers spoke about the challenges and opportunities faced by shopping centers in an increasingly digitalized environment, where consumer habits are constantly changing and artificial intelligence begins to play a leading role in strategic decision making.

For Carlos Guinea the most important thing is to know the client. “The great challenge with all the technology we have with generative AI is to navigate and see what it works for your business and identify customer needs”.

For your part, Marcos Estopiñán has placed emphasis on the integration of technology and the training of all those involved in this ecosystem: customers, retailer and the center's own employees. “The strategy involves digital training accompanied by investment. There must be a clear vision in which innovation is continuous and with future perspectives”.

Another of the key points of this vertical are the data and artificial intelligence. Data is fundamental in this entire strategy to implement and get the maximum benefit from technology.. This allows improving processes, obtain data that we did not have access to before and provide tools to know how to better connect with customers. And in all this, artificial intelligence has been very important.

An example of how data is helping to better manage these shopping centers is found in a project carried out in La Vaguada. Jesús Hernández has explained how using heat maps it is possible to optimize spaces by knowing where people are distributed.. Besides, They help to know what type of public goes to the center on what day and at what time.

Projects like this highlight that data and the way of analyzing it have become strategic for making many business decisions.. They allow you to know the public and act with personalized solutions for this audience.

To Estopiñán, Accessibility to data has been fundamental to evolve within the sector. “And so is having good infrastructure.”. And this is achieved with a good investment and planning.

Content management

The last block of conferences was given by Derek Hossack, CTO of Overcome them, that addressed the topic of content management within a digital signage environment. “We have been doing this for years and it is essential to take it into account in all types of projects, whether large or small.. It is important because the infrastructure becomes complex but the management has to be automated with time savings that avoids human errors.”

The strategy to implement a digital signage project it has to be complex, but not its management. Certain aspects must be taken into account, such as the fact that the content must be able to be generated in real time and must be dynamic in a large percentage..

Its integration with external systems is also a contextual communication. An advanced platform not only displays content but reacts to the context in real time thanks to camera or lighting sensors. Integration has to go together with communication.

In addition, This integration with external systems also has to imply a interactivity. The end customer must be able to choose the content they want to see from their mobile.

Another aspect to take into account is simplicity. A management solution has to be easy to use, must allow the client to manage the screens, but there has to be a level of security. Control must be established by levels and with personalized roles per access policy. This allows projects to be scalable and it is possible to manage large networks of screens with multiple and teams..