The AI would show a golfing ad on the billboard for a luxury car, but for a family-model car the ad would change to something more appropriate. The image above shows the AI process: “Deep Learning is AI requiring training.” For example, the AI platform has 337 models with over 5000 per model, and the AI is brought close to the location where the camera will go, like a parking lot, and the AI will train on the cars in the parking lot. For Cloudian, OOH advertisement application of AI is already in use, and collecting traffic as marketing data is soon to start.
Responsive Facial Recognition uses deep learning algorithms to anonymously detect gender, facial expression, age, and composition of passing audience to serve responsive content on an advertising screen, Ben Milne, Managing Director, Posterscope Japan, explains. Posterscope uses this platform to make OOH digital AI Poster advertisements that can read the audience and adjust the display in real time. Posterscope then gave the AI algorithms to adjust the DNA of the poster and experiment with images and text. As the AI learned and gathered data in regard to what was most effective in the passing, public audience, Posterscope found not only the expected peaks and valleys in audience response, but that the AI found some images to be effective that perhaps normally an agency wouldnt think to use. For example, an image of a dolphin was effective in a coffee campaign, but its unlikely that a person at an agency would think to use a dolphin in a coffee advertising campaign. Ben poses the question, what will it take, or how will it come to be, that a person could trust an AI to make correct creative decisions?
It is expected there will be a paradigm shift in the marketing and advertising industry in the usage of big data and how it feeds AI, but also the monetization of using this technology for targeted advertising will change OOH advertising.