How to Design a Billboard in 2024

Imagine you’re driving home from the office, and you hear the news on the radio — gymnast Simone Biles has won her second individual all-around gold medal. You do a little fist pump for her (everyone loves a good comeback story), and then you notice a digital billboard on the road up ahead.

It says: “We’re flipping out over Simone Biles’ big win. Today only: Come get your half-price burger to celebrate at Burgers McBurgers!”

But a glimpse at our political landscape might give you pause. What are the ethical implications of using AI in digital out of home (DOOH)? Is the downside of saying something terrible — even if it comes from a bot — worth the potential upside?

The Potential for AI in Digital Out of Home

First, let’s consider the promise of automated, responsive advertising. Research shows that personalized advertising, which is tweaked based on data gathered about an individual, can significantly raise the chance of conversion.