“Every campaign is an opportunity for the AI to learn and become smarter”

Nitesh Thattasery

As we navigate an era where artificial intelligence (AI) is redefining industries, the digital out-of-home (DOOH) advertising sector is witnessing groundbreaking transformations. Nitesh Thattasery, CEO of Waulite Technologies, sheds light on how AI is poised to revolutionize DOOH campaigns, making them more efficient, personalized, and effective than ever. 

Autonomous DOOH systems 

Nitesh envisions a future where AI independently manages advertising campaigns from inception to execution. “No more manual data crunching or guesswork,” he says. AI systems will analyze vast datasets in real time, observing audience behavior and adjusting creative elements dynamically. This approach not only removes the need for human oversight but also ensures campaigns evolve continuously. 

“Every campaign is an opportunity for the AI to learn and become smarter,” Nitesh explains. By understanding what resonates with specific audiences, AI systems will refine their strategies to deliver ads that are engaging, relevant, and effective. 

Imagine AI choosing and displaying ads optimized for a particular location, time, and demographic. These systems won’t just respond to trends—they’ll predict them, creating a seamless advertising experience that adapts as it unfolds. 

AI-driven content creation 

AI’s role in DOOH isn’t limited to optimization. Its ability to generate content represents the next big leap. “Imagine an AI designing an entire campaign—from static visuals to interactive mixed-reality ads—all tailored to specific audiences,” says Nitesh. 

This capability allows for real-time content generation that aligns with audience preferences and behaviors. The result? Campaigns that speak directly to individuals, delivering personalized, highly engaging content at an unprecedented scale. 

Intelligent swarm advertising 

One of the most futuristic applications of AI in DOOH is swarm advertising. Here, AI-driven digital signage networks communicate with one another, creating a synchronized system of displays. Using edge computing, billboards and screens can share data to adjust content dynamically. 

“For instance, if a consumer views an ad on one screen, subsequent billboards could continue the interaction, tailoring the message as they move through different environments,” Nitesh explains. This coordinated approach ensures a cohesive and personalized experience for the viewer. 

Real-time sentiment and behavior analytics 

AI’s ability to analyze audience reactions in real time is a game-changer. Advanced algorithms can track facial expressions and body language to gauge viewer sentiment. 

“If someone smiles or shows interest, the ad could continue in the same vein. If they seem indifferent, it could switch to something more captivating,” Nitesh notes. This adaptability ensures ads remain relevant and engaging, maximizing their impact. 

Hyper-personalisation and predictive content 

Hyper-personalisation, powered by AI, allows DOOH campaigns to deliver tailored content for individual viewers. By analyzing real-time and historical data, AI systems can predict consumer behavior and present ads that anticipate their needs. 

Nitesh shares a recent success story involving Wauly and a prominent Indian apparel brand. “We installed AI-powered screens in their stores that analyzed aisle traffic, gauged age and gender, and tailored content accordingly. This led to an 8% increase in convertible foot traffic,” he reveals. 

Another example comes from India’s largest oil marketing company. AI-driven digital signage at petrol stations identified loyalty members and offered personalized greetings and tailored promotions. “It acted like a digital concierge, creating a seamless, automated, yet personal experience,” Nitesh adds. 

Driving adoption through trust and collaboration 

While AI’s potential in DOOH is immense, adoption remains a challenge. Data transparency is a significant hurdle, with many media asset owners hesitant to share information. Nitesh emphasizes the need for collaboration between brands and DOOH agencies to build trust and create frameworks addressing privacy concerns. 

“AI can provide real-time data on campaign performance, but it needs to be shared transparently and securely,” he states. Compelling use cases and pilot projects, like those Wauly has undertaken, play a crucial role in demonstrating AI’s value and encouraging wider adoption. 

India’s decade of innovation 

Nitesh firmly believes that India is at the forefront of AI innovation in DOOH. “What we do here is being closely watched. Our tested systems will set the tone for others to adopt efficiently,” he says. 

Looking ahead to 2030, Nitesh envisions AI-driven systems as the backbone of the DOOH industry. These systems will autonomously manage campaigns, create real-time tailored content, and ensure data transparency through blockchain verification. 

“For marketers, this opens endless possibilities. Imagine a world where AI handles campaign management, constantly learns and improves, and creates content that’s both accurate and trustworthy. This is the future we’re building, and it’s closer than you think,” he concludes. 

As AI continues to advance, the DOOH sector is poised to enter a new era—one defined by creativity, efficiency, and unparalleled personalisation.