Speak with Andrew Jarder, Grassfish’s Chief Product Officer, and one thing is clear: he’s and his team aren‘t here just to iterate—they’re here to disrupt.

As the driving force behind Grassfish’s next-generation IXM platform, Andrew brings a track record of visionary product leadership, most recently as Product Owner at Visual Art, where he helped shape Signage Player into an award-winning digital signage software. Now, he’s fusing that greenfield mindset with Grassfish’s strategic mission to transform retail spaces through intelligent, seamless experiences.

“It’s not just about showing content on a screen anymore,” Andrew says. “It’s about anticipating what content should be shown—based on context, audience, and intent. AI is making that possible.”

From Signage Player to Grassfish IXM Aqua: A Natural Evolution

At Visual Art, Andrew led the creation of Signage Player, a platform lauded for its cloud-native architecture, fast performance, and API-first design. It redefined what was possible in digital signage software by enabling agility, scalability, and rapid customisation across complex deployments.

Those same principles are now deeply embedded in the DNA of Grassfish IXM Aqua, which represents a bold leap forward for the company, its partners, and its customers.

Grassfish IXM Aqua is more than a platform upgrade. It’s a reimagining of what in-store experience platforms should be: dynamic, interoperable, and intelligence-driven.

“With Aqua, we’ve created a platform that’s not just prepared for the future—it’s designed to shape it,” Andrew notes. “Especially as AI becomes central to how brands communicate with consumers.”

Introducing the AI Module: From Scheduled to Smart

What makes Grassfish IXM Aqua truly revolutionary is its new AI-powered media module. This module revolutionises media playback by transforming it from a static, rule-based system into a dynamic, learning experience engine.

Here’s how:

• Context-aware playback: Screens adapt content in real time based on location, audience profiles, product availability, and campaign goals.
• Machine learning optimisation: The system learns what content performs best and adjusts future delivery accordingly.
• Seamless integration: Tightly connected with retail ecosystems, from inventory systems to CRM, AI helps ensure content relevance is always high.

“We’re moving from scheduled to smart. That’s the shift,” Andrew explains. “This is how we move closer to the holy grail of right message, right moment, right screen.”

Grounded in Brand Purpose

Andrew’s product philosophy is in perfect harmony with Grassfish’s brand mission: “Together we enable extraordinary customer experiences every day.” The Grassfish IXM Aqua platform is structured around four innovation pillars:

1. Cloud-Native Architecture – enabling scalable deployments, fast iterations, and lower total cost of ownership.
2. API-First Design – built to integrate seamlessly into modern retail ecosystems and partner environments.
3. Sustainable Simplicity – reducing operational complexity while enhancing performance and sustainability across the board.

Each of these pillars supports Grassfish’s broader goal: to empower partners and global brands with the tools and insights needed to bridge the digital and physical worlds of retail.

What’s Next?

With Andrew Jarder and the team, the journey for Grassfish IXM Aqua is just beginning. His blend of technical acumen, customer empathy, and relentless curiosity is already energising teams across Grassfish, and the results are tangible.

“We’re not just reacting to where the market is,” Andrew concludes. “We’re building where it’s going.”

Discover how AI is reshaping retail with Grassfish IXM Aqua. Reach out, sign up for our newsletter & follow Grassfish on LinkedIn!