Ghent Deploys AI Screen to Curb Night Noise at Festival
As the historic city of Ghent prepares for its annual 10-day Gentse Feesten festival, drawing an estimated 1.5 million visitors, authorities have deployed an unconventional weapon in the battle against nighttime noise: an AI-powered smart screen that gently nudges revellers to keep quiet. Installed at the bicycle parking facility in Volmolenstraat, the system uses real-time sound analysis to display personalized messages when conversations or laughter become too loud, according to VRT NWS.
How the System Works
The technology, called “System of a Sound,” was developed by BETOLED, a Lokeren-based company specializing in LED displays and digital signage. The system uses a trained AI model that analyzes ambient noise and distinguishes between human voices, animal sounds, and traffic. Crucially, the screen only activates when people are talking or laughing too loudly — a passing truck, for example, does not trigger it.
“Only when people talk or laugh too loudly does the screen activate with a message. A passing truck does not trigger the screen,” Kelly Troncquo of BETOLED explained to VRT NWS.
The city deliberately chose the Volmolenstraat bicycle parking as the deployment site. In previous years, festival-goers arriving by bicycle would linger at the parking facility upon returning, taking prolonged and noisy goodbyes that disturbed nearby residents. The screen is designed to encourage cyclists to leave quickly so that peace can return to the neighborhood.
Privacy by Design
A key feature of the system is its privacy-first architecture. All audio analysis happens locally on the device using edge computing — no recordings are stored or transmitted to the cloud. The system cannot identify individuals, understand the content of conversations, or capture images.
“It only registers how often the screen activates and how often a message is needed,” Troncquo said. According to BETOLED, the system is fully compliant with GDPR privacy regulations, addressing what could otherwise be significant concerns about surveillance in public spaces.
Part of a Broader Research Initiative
This deployment is not an isolated experiment. It is part of a larger research project called “Nudging Down Night Noise,” a collaboration between the City of Ghent, Ghent University (UGent), the City of Leuven, and KU Leuven. Running from March 2024 to March 2026, the project has a total budget of €1,666,000, funded by the European Regional Development Fund (EFRO), the Flemish government, and the Province of East Flanders, as detailed on the City of Ghent’s official project page.
The project explores how behavioral “nudging” techniques — subtle, non-coercive interventions — can reduce nighttime noise without resorting to punitive measures like fines or police intervention. Earlier this year, the city tested the smart system in the Overpoort student neighborhood, where it ran for six months and was extended by an additional month. Results showed the system had a positive effect on reducing noise.
A Shift from Enforcement to Nudging
The approach represents a significant shift in urban noise management philosophy. Rather than relying on traditional enforcement, Ghent is experimenting with real-time feedback that encourages voluntary compliance — similar to speed displays that show drivers their current speed. The BETOLED product page describes the philosophy: “By making people aware of their own noise production — whether it’s a party, a conversation, or an accelerator pedal — we solve the problem before it becomes a complaint.”
The system’s potential applications extend beyond festivals. BETOLED lists multiple use cases including kermises, nightlife districts, traffic management, and enforcement against modified exhaust systems. If the Gentse Feesten deployment proves successful, the technology could be scaled to other events and cities.
What’s Next
The 172nd edition of the Gentse Feesten runs from July 18 to July 26, 2026. The smart screen will remain at the Volmolenstraat bicycle parking for the duration of the festival and will be removed afterward. The scientific evaluation by UGent and KU Leuven will provide data on the system’s effectiveness, potentially informing broader urban planning and noise management policy in Ghent and beyond.
As cities around the world grapple with the tension between vibrant nightlife and resident quality of life, Ghent’s experiment offers a glimpse of a future where technology helps mediate that balance — not through surveillance or punishment, but through gentle, real-time awareness.