From airports to shopping malls, Displayce is using AI-driven DOOH to help advertisers reach audiences with a level of precision and creativity like never before.
Leading conversations on innovation
At this year’s Cannes Lions International Festival of Creativity, Displayce, the pioneering platform dedicated to out-of-home (OOH) media and advertising, highlighted how artificial intelligence (AI) – especially generative AI – and predictive data are working to revolutionize the future of digital out-of-home (DOOH).
The session was introduced by Emma Labrador, CMO of Displayce, and led by Laure Malergue, CEO and Founder of Displayce. Malergue delivered an in-depth presentation on the transformative role of AI in OOH advertising, particularly through how new technologies are moving beyond experimentation to completely redefine the global advertising industry.
From buzzword
to breakthrough
While tracing AI’s rapid evolution over the past few years, Malergue noted how 2023 marked the initial buzz around the generative AI, 2024 introduced further proof and examples of the concept, and finally, 2025 has led to industry-wide adoption, with major companies like Meta, Microsoft, WPP Media, and Publicis Groupe investing significantly in AI.
Malergue also discussed the rise of AI agents as an important breakthrough this year. Unlike earlier tools that were only focused on summarizing dashboards and analytics, AI agents can autonomously make decisions, execute tasks, and adapt to business needs in real time. For OOH, this could result in more accessible APIs and structured data that ensure campaigns are optimized and easily discoverable in an industry that could potentially be powered by the use of AI.
Laure MalergueThe difference with AI agent is the fact that they are taking decisions on behalf of you, and this can change everything… It would change the whole global life cycle of a campaign, for example, the discovery, which is something that is very important for out-of-home, how people will discover out-of-home, and how they will be able to access it
CEO and Founder of Displayce
Three practical applications/examples of AI in OOH
Malergue explained Displayce’s AI-driven innovations through three use cases:
Structuring Data for Airport Campaigns
In partnership with JCDecaux, Displayce modelled 24 different airports to map out passenger journeys and corresponding screen locations. A campaign for French department store chain Printemps used flight-based DOOH activations at Charles de Gaulle Airport, generating 6.5 million impressions by targeting passengers from various markets, including Canada, China, Korea, and the USA.
Campaign AI for Strategic Planning
Displayce introduced a generative business assistant that can transform simple briefs into data-driven potential campaign scenarios. This empowers programmatic campaign to move beyond methods that target general audiences and leverage more than 3,000 data layers. For example, they can now suggest and plan for scenarios for clothing brand campaigns in tourist-heavy areas or during peak shopping mall hours.
Optimizing Power of Predictive Data with Pulse
By predicting surges in viewership during live events, Displayce allows media buyers and advertisers to capture even more impressions at no extra cost. This predictive model optimizes the campaign and maximizes ROI by analyzing peak attendance hours, automatically redirecting ads to prime-time screens where audience engagement is at its highest.
The future of DOOH
When asked a question about the future of DOOH, Malergue emphasized that while AI will simplify the processes behind campaign planning and execution, human expertise will remain relevant when making decisions on creative strategies and deciding on campaign scenarios.
Laure MalergueWe will always need people to choose the right scenario, because AI can generate a lot of different scenarios, but you will need someone to really make a difference in the usage. Everybody is raising this question, and it’s something we will see in the future.
CEO and Founder of Displayce
