Watch: M&C Saatchi launches artificially intelligent outdoor campaign

M&C Saatchi is running the first artificially intelligent poster campaign, which displays different ads depending on how people react to them.  

The technology behind the campaign uses a genetic algorithm to test executions based on features (or "genes") such as copy, layout, font and image. Each poster is installed with a camera that allows M&C Saatchi to measure people’s engagement with the ads by whether they look happy, sad or neutral.

Ads that fail to trigger an engagement will be eliminated, and those that prompt a reaction will be reproduced in future executions.

The artificially intelligent posters will run at bus shelters on Oxford Street and Clapham Common until 24 July and from 10-21 August. The agency developed the project in partnership with Posterscope and Clear Channel UK.

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."