New Signal Tells AI What’s Actually On Display in Stores

Schema.org adds “displayLocation,” enabling the physical retail world to become machine-readable Berlin, Germany — December 11, 2025 — A major upgrade to the web’s structured-data ecosystem launched this week with the introduction of a new “on display” signal that allows brick-and-mortar businesses to tell AI systems and search engines which items are physically on display inside real-world stores and showrooms. The update, proposed by showroom.fm and included in schema.org’s new release, fills a long-standing gap between digital search and the in-person retail experience. For years,