M&C Saatchi London coupled artificial intelligence with outdoor to illustrate how technology could enable advertising of the future to truly become customized to each consumer who encounters it.
U.K. agency M&C Saatchi is experimenting with artificial intelligence in a billboard campaign for a fake coffee brand that it says takes a “Darwinian approach to advertising.”
The outdoor ads for the fictional Bahia Coffee will “evolve” according to how users interact with them, using facial recognition to gauge whether people look happy, sad or neutral. The ads will use a “genetic algorithm” to determine which “genes” in the ads — including elements like copy, layout, fonts and image — are successful. Elements that fail to trigger an engagement will be “killed off” whereas those that do will be reproduced in future executions. See a behind-the-scenes video here.