U.K. ad agency M&C Saatchi has taken advertising to a new level by experimenting with evolution. By using artificial intelligence in an outdoor campaign for fake coffee brand "Bahia Coffee", the agency says they are taking a Darwinian approach to advertising. Using facial recognition to place people's emotions into three categories, happy, sad, or neutral, the ad will use a "genetic algorithm" to determine which "genes" in the ads, or in other words elements such as layout, copy, fonts, etc., are successful. In addition, genes that fail to trigger engagement will be "killed off", while those that do will be reproduced for future executions.
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