Generative AI is known for its unmatched speed of creation. Which made it a useful tool to embody SAP’s message about the speed of business in a new campaign from BBDO New York.

The agency ran a digital OOH activation from May 8-21 in New York, Atlanta and Los Angeles in which the creative changed daily based on current events in culture and business. AI software generated a composite image of each day’s headlines (based on four inputs), and a human illustrator finalized the images for the DOOH boards.

The message from SAP to its potential digital-technology customers: “Be ready.” 

“The pace of innovation and change is happening so fast right now, that a campaign like ‘Be Ready’ just begs to be executed in real time,” said Matt MacDonald, chief creative officer at BBDO New York. “And what better way to do that than to combine the power of artificial intelligence with human ingenuity?”

“This idea represents how we should be looking at generative AI—as a tool that still needs innovative thinking and a creative mind to wield it,” added James Young, head of digital production at BBDO New York. “Having this kind of technology accessible to us inspires our team's work and allows us to explore concepts in a shorter amount of time. We’re at the beginning of a significant and industry-wide shift right now and it’s incredibly exciting to be a part of it.”

For SAP, the campaign allows the company to broach the topic of AI not just in its advertising but in its products.

“Business-built AI gives organizations the agility to be ready for whatever comes every day,” said Ada Agrait, the company’s SVP of corporate marketing. “This campaign activation exemplifies an organization’s ability to continuously pivot when AI is infused into its business processes.”