Bahio coffee wants to make a creative's job unnecessary

Next time you're in London and you see an ad at a bush shelter for Bahio coffee and think "Ah this ad sucks," don't worry about it. It will probably change tomorrow.M&C Saatchi has created the first ever artificially intelligent poster campaign in the world, which evolves the ads depending on your reaction to it.

The technology works by using a genetic algorithm that tests different executions based on the strength of their various features or ‘genes’, such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi measures engagement in real-time, based on whether people look happy, sad or neutral.
If the ads don't trigger engagement, they'll swap them out. Those that do trigger engagement will be reproduced. It's basically a real-time focus group with Orwellian overtones. But just to keep it interesting, a few of these ads will just randomly "mutate," over time, just to see if the improvement can become automated, too.
All that for a cup of coffee.
David Cox, Chief Innovation Officer at M&C Saatchi Client: Bahio
Agency: M&C Saatchi London
OOH Agency: Posterscope
Media: Clear Channel UK