M&C Saatchi is running the first artificially intelligent poster campaign, which displays different ads depending on how people react to them. The posters, currently located at bus shelters on Oxford Street and Clapham Common, have been installed with a camera that measures people’s engagement with the ads by whether they look happy, sad or neutral.
The technology behind the campaign uses a genetic algorithm to test executions based on features such as copy, layout, font and image. Ads that fail to trigger an engagement will be removed, and those that achieve a reaction from the on-looking audience will be reproduced in future executions.
The posters will run at bus shelters on Oxford Street and Clapham Common. During the initial launch period, the project automatically generated and showed 1,540 adverts and tracked more than 42,000 interactions.
David Cox, the Chief Innovation Officer at M&C Saatchi, said:
This innovation is breaking new ground in the industry because it’s the first time a poster has been let loose to entirely write itself, based on what works rather than just what a person thinks may work.
We are not suggesting a diminished role for creative but we know technology will be playing a greater part in what we do.