M&C Saatchi has created the world’s first poster campaign created by artificial intelligence. The initiative has been placed on busy Oxford Street, and works by evolving new generations of unique adverts based on how people react to them. Artificially Intelligent Poster 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. “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,” commented David Cox, Chief Innovation Officer at M&C Saatchi. “We are not suggesting a diminished role for creative but we know technology will be playing a greater part in what we do.”
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