OCCUPANT-SPECIFIC IN-VEHICLE SIGNAGE SYSTEM

An example operation includes one or more of storing preferences of an occupant of a vehicle within a database, receiving data from signage that is within a field of view of the occupant as the vehicle is travelling along a route that includes the signage, generating a message directed to the occupant of the vehicle based on the preferences of the occupant and the data from the signage, where the message includes an action to be performed by the occupant within a period of time, and displaying the message on a display device within the vehicle which is associated with the occupant.