Readers Respond to Artificial Intelligence and Out of Home Advertising

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Here are some reader comments on Artificial Intelligence, ChatboxGPT and Out of Home.

Eric Kubischta, CTO, Lucit

Lucit Chief Technology Officer Eric Kubischta says AI can help with creative

I think there are a few things to think about here:

  • This tech is relatively new, and improves daily. In fact, every time you ask it something, it learns a little bit more. So, if today, the AI is “bad at answering X, Y or X” tomorrow this may not be the case.
  • It’s an AI. It does not know the difference between right and wrong. It is predicting textual content based on context.
  • Chat GPT has limited knowledge of world and events after 2021 (according to their limitations disclaimer)

The applications for this tech are enormous. Generating creatives from these tools is not just a possibility, it will (and is) happening. For mundane, run of the mill, generic creatives (which so much of advertising is) – These tools will eventually completely automate these processes.If you could give the power of automatically generating great looking creatives to your customers….would you? – If something that used to take 14 emails, 4 people involved, and 16 days of back and forth to complete, now can be done by an AI in a few seconds – Is this a good thing?

We can’t really predict all of the use cases – Which is what makes this tech so exciting.

There are lots of negatives, just like with all new tech. Remember, the people that made wagon wheels, …really hated the automobile…

 

Ian Dallimore, Director of Digitial Media Growth, Lamar Advertising

Lamar VP of Digital Growth Ian Dallimore says artificial intelligence can help design ads.

I think AI in general is very interesting but is still a long way from “main stage” especially in the OOH space.  I do think some brands could utilize this type of technology creatively on interactive screens.  As you are aware these types of technologies only get better and smarter the more they are used.  It could be interesting to see how smart over time AI could be on an OOH campaign.  I think that the more immediate use could be around search trends on Google or other search engines to then trigger what is trending online in a specific area.  This type of data would be GOLD!
IE: Client: Orbitz , Campaign: “Vacations” using real time search data and trends from vacation types could dynamically trigger a ski trip on DOOH in Dallas, TX while theme park vacation in Cincinnati OH DOOH.
Neil Bell, Founder and CEO, New South Outdoor

New South Outdoor founder Neil Bell says artificial intelligence might influence ad spending

 

It is hard to wrap your head around all that this can mean. At a basic level, it could surely impact marketing your company. It could help write copy, design ads, write marketing emails, create custom images, and social media posts. It could even create websites.   On a larger level, I think it could really change the online advertising space. ChatGPT or similar AI could be the place people go to search for answers instead of Google. Paid search and Google’s business model may be impacted so it could possibly free up ad dollars that marketers will want to spend in the physical world instead.
LED Truck Media CEO Jonnathan Trilleras says humans are needed to get the best out of AI:
LED Truck Media CEO Jonnathan Trilleras
I believe the GPT could easily simplify biz dev efforts but then it comes the question of…. What if everyone is doing the same? How can I make it better?
That’s why the human interaction still have to be present and thoughtful so the AI can really merge the right response and even help develop new ideas or processes to its user
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