Personalized AI Billboards

Mercado Libre's Custom Billboards Analyze Their Surroundings and Adapt

Online marketplace platform Mercado Libre teamed up with GUT Buenos Aires to bring Custom Billboards to the streets, transforming out-of-home ads from general to highly personalized. The AI-assisted billboards analyze their surroundings in real time, display a QR code that links to an item, matched with suitable messaging.

“What’s really valuable here is contextual relevance. For a long time, OOH has been a channel with the same message for everyone," said GUT CCO Joaquín Campins. "This kind of approach allows you to adapt that message based on what’s actually happening in the moment. In a world where people are constantly filtering out noise, that makes a big difference. It helps the message feel more useful, more timely, and ultimately more engaging, without crossing into something that feels invasive.”

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