A non-combustible aerosol-generating device is disclosed. It comprises a display for displaying an image visible to a user in an activated state, and control circuitry configured to detect the presence of a user and/or a remote device in the proximity of the aerosol-generating device, and to switch the display from a deactivated state in which no image is displayed to an activated state in response to said detection. Also disclosed is a non-combustible aerosol-generating device in which a displayed image is modified or changed when a user and/or device is proximal to the aerosol-generating device. A non-combustible aerosol-generating system and a method of controlling a non-combustible aerosol-generating device is also disclosed.