What if billboards, adshels and banners could tell which layouts, fonts and colours were getting the most attention, and could adapt accordingly to "self-optimise" on their own?
That's exactly what M&C Saatchi London was asking themselves, and what's more they've created an exploration of the concept and put it on the streets of London. Take a look for yourself.
The resulting ad is a structure that evolves similarly to how an organism survives in nature: it evolves and “mutates” based on how much attention and engagement it receives. In short, a series of ads are pitted against each other and the most attention-grabbing one will not only appear most often but it will also inform the weaker performing ads by tweaking their layout and language.