|Industry||TV Channels/Radio Stations and Programmes|
|Media||Outdoor, Billboard, Poster, Transportation & Vehicles|
|Agency||M&C Saatchi London|
Credits & Description
M&C Saatchi has created the first ever artificially intelligent poster campaign in the world,which evolves unique ads based on how people react to it. The technology works by using a genetic algorithm that tests different executions based on the strength of their various features or 'genes', such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi is able to measure engagement of passers-by based on whether they look happy, sad or neutral. Genes (or ads) which fail to trigger an engagement will be 'killed off', whereas those which prompt an engaged reaction will be reproduced in future executions, leading to a Darwinian approach to advertising whereby only the strongest creative executions survive. Not only that, but a small amount of these genes will mutate at random, meaning that the next generation has a chance to naturally improve over time.