Artificial intelligence (AI) has rarely been out of the public eye in the past 12 months. Stephen Hawking’s grave warning, Channel 4 drama Humans and big screen outings Ex Machina and Terminator Genysis have all asked questions about the the potential of AI, and what it could mean for humans.

While for some the notion of AI represents a step into science fiction (or at least science future), there are iterations that have real world implications at this moment. This version of AI will probably not bring about downfall of humanity, but rather be used to shape how advertising is created and targeted.

A partnership of M&C Saatchi, Clear Channel and Posterscope, last week revealed what they dubbed “the world’s first ever artificially intelligent poster campaign”. David Cox, chief innovation officer of M&C Saatchi describes its significance: “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.”

Some of the image choices available for the Bahio coffee AI ad to work from. Photograph: M&C Saatchi/PR

The basic premise is that the poster, based around a fictional, rather nondescript coffee brand Bahio, can read the reactions of it’s audience and adapt itself accordingly. From its initial “gene pool” of pictures and copy, 22 ads are created in each generation, with the poster assessing the level of success of an ad. If successful, a particular ad will move onto the next gene pool and be part of the next generation. Those unsuccessful will be removed.

“It’s a Darwinian algorithm, it’ll evolve to be more and more effective” says Cox. “So we’re hoping to see fewer outcomes emerging over time.” As of 20 July, 1540 ads had been automatically generated over 70 generations. Initial results are showing that shorter copy was more popular, with heart images a particularly frequent occurrence during our viewing.

One of the 1500 variations the poster has created. Photograph: M&C Saatchi/PR

The poster, which uses a Kinect to work out who’s standing in its vicinity, can assess 12 people at a time. While it does take into account reactions, it’s audience won’t see immediate alterations: “It cares whether you’re looking at it. It won’t do anything different while you’re there. Live interaction and facial recognition could possibly be the next step, but we’ve kept this incarnation toned down and simple.”

The central part of the concept is capturing movements, specifically that of consumers. In the initial trial run over 42,000 interactions had been tracked by the ad. Are there any privacy issues that could fuel consumers AI nightmares? “We’re not saving anything recognisable, we’re not storing images or data. Each interaction is given a number, that’s it. We’re trying not to be creepy. This is no different from an automatic door, it’s a mechanical reaction,” Cox states.

With a machine writing it’s own copy, selecting effective imagery and adapting, what might this mean for the future of the advertising industry, and specifically the creative process?

On the basis of an initial viewing, art directors and copywriters may be able to rest easy for sometime. While not unattractive, some of the word usage bore the clunky cut-and-paste hallmarks of machine manufactured text. Phrases such as “It’s late excellent blend time” and “Bahio is the new steam” are unlikely to see an algorithm waltz off with a Cannes Lions come next summer.

“It’s not writing the best ad in the world. There’s a lot of weird copy,” admits Cox “but in 10 years, who knows?.”

What commercial potential might there be for a poster that writes itself? Might the AI to stray off-message? The words and image “genes” that the poster creates itself from can be chosen and signed chosen off before use, and Sarah Speake, CMO of Clear Channel, thinks that this human touch is necessary: “I think we need to have that human interjection. One of the joys of out-of-home is that it’s always on, for any demographic, so we have to be sensitive on the legal parameters.”

Speake has big ideas for what AI posters can mean for the future of out-of-home advertising: “We feel we’re pushing the boundaries of where creativity meets technology in a very scalable way, with a level of engagement that hasn’t been possible until now. This epitomises where we’re going, creating the future of our industry.”

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