Graviss Marketing
Getting beyond the buzzword means asking what OOH operators are actually using AI for today, not what it might do someday.
The IBO Fall Conference in Atlanta brought together Out-of-Home professionals from across the country for several days of learning, sharing, and collaboration. The energy in every hallway and breakout session reflected what is happening across the industry. Operators are hungry for ideas that drive smarter growth. Once again, artificial intelligence was a leading topic of conversation.
One of the most anticipated sessions, AI in OOH: Real Uses, Real Results, Real Talk featured a diverse group of voices: moderator Jonathan Graviss of Graviss Marketing, JG (Trailhead Media and Graviss Marketing), offering a sales andan enablement perspective, Ryan Peters of Grey Outdoor with a real estate focus, Richard Molinaro of Up To Something, representing the creative side, and Neil Bell of New South Outdoor, bringing the small-operator lens. The goal was not to predict the future; it was to cut through the hype and explore how OOH operators can start using AI right now. Here is what we learned, and how you can apply it to your own business.
AI in Sales: From Outreach to Optimization
If there is one department already benefiting from AI, it is sales. According to McKinsey, sales teams using AI see productivity gains of 15 to 20% when applied to lead generation, customer outreach, and proposal development. For OOH operators, that means more time spent building relationships and less time buried in admin work. As JG shared on stage, AI can now assist throughout nearly every stage of the sales process, from drafting outreach emails and summarizing meeting notes to identifying new advertisers who match an operator’s ideal client profile. But there is a catch: the prompt is everything. “The quality of your output depends entirely on the quality of your input,” JG reminded the audience. A vague prompt will yield generic results; a precise prompt that specifies tone, audience, and goal can produce near-ready content.
So how can operators get started? 1. Start with low-risk automation. Use AI to write email templates, summarize prospect notes, or outline proposals. These tasks are time- Consuming but low-stakes, perfect for early experimentation. 2. Develop your prompt-writing skills. Treat prompts like directions, the more detail you provide, the better the output. 3. Track results. Measure how AI-generated outreach performs. Are your follow-ups faster? Are meetings increasing? Let data guide your next steps. In short, AI will not replace strong sellers, but it can help them move faster and stay more consistent.
AI in Real Estate & Operations: Research Smarter, Verify Everything
On the real estate side, AI is quietly changing how real estate and development work gets done. Ryan Peters of Grey Outdoor shared that he has seen the greatest benefit in the research phase, using AI to synthesize information and draft professional correspondence with landowners and government officials. AI can streamline background research, summarize complex zoning language, and prepare first-draft letters or permit explanations that would otherwise take hours. Deloitte’s 2024 AI in Infrastructure Report found that 61% of firms are already using AI for data synthesis and initial analysis, though nearly all stressed the importance of human review before final decisions. Peters echoed that caution, especially when it comes to legal or zoning information. “AI can point you in the right direction, but it cannot replace due diligence,” he said. “Every reference or citation still needs to be verified.” For operators ready to test AI in real estate, start small: 1. Use AI to draft letters or permit correspondence. Then, review and personalize before sending. 2. Ask AI to summarize zoning codes or ordinances you already understand, to check for consistency. 3. Keep human oversight on all factual and legal content.
In short, AI is a powerful research assistant, but the final judgment still belongs to the operator.
AI in Creative: Ideation Over Execution
The creative side of OOH is where the tension between “human” and “machine” becomes most visible. Richard Molinaro of Up To Something described AI as a “brainstorming partner”, a tool that helps spark ideas when creative teams are stuck, but one that still relies on human storytelling to bring concepts to life. According to WARC’s 2024 Creative Trends Report, 75% of marketers now use AI tools for early-stage creative ideation, yet only 18% trust them for final execution. That mirrors what many in the OOH world are discovering: AI can inspire, but it cannot yet create. For billboard operators, that might mean using AI to:
- Generate multiple headline options for a client pitch.
- Create a mood board that visualizes campaign concepts.
- Brainstorm taglines or calls-to-action that fit a target audience.
But as Molinaro reminded the audience, the art direction and brand nuance still require a human touch. “AI can help you get unstuck when you are brainstorming copy,” he said, “but it cannot yet produce designs at a professional level.”
Neil Bell of New South Outdoor brought the point home with humor, sharing that he once asked AI to create “a dog with a gold tooth.” The silly result drew laughter and an important reminder: curiosity and experimentation drive progress. “You figure it out by playing with it,” Bell said. “Do not be afraid to try.” The lesson? Use AI to spark imagination, not replace it.
The Learning Curve: Experiment, Do Not Overthink
Across every discipline, sales, real estate, and creative, one theme was constant: you learn by doing. Many operators hesitate to explore AI because they fear it is too complex, but the barrier to entry has never been lower. Most tools (like ChatGPT, Jasper, or Canva’s AI suite) are affordable and intuitive. The challenge is not technical. It is cultural. Operators who make AI part of their workflow today will build muscle memory that pays dividends tomorrow. Start by testing one task each quarter: maybe it is using AI to rewrite an email, summarize a proposal, or brainstorm ad copy. Document what worked, what did not, and what saved time.
As Jonathan Graviss closed the session, he captured the balance between optimism and realism: “AI will not replace the people who know this business, but the people who use AI wisely might just move faster.” That is the mindset leading operators are adopting. They are not racing ahead recklessly, but experimenting with purpose.
Looking Ahead: Practical Next Steps for OOH Operators
If you are ready to integrate AI into your operations, here is where to start:
1. Pick one process. Do not overhaul your workflow, choose one area where AI can save time (sales outreach, creative drafts, or research). 2. Establish guardrails. Make sure any AI-assisted content is reviewed by humans before it is shared publicly. 3. Encourage internal learning. Share what you discover across your team. Create a shared prompt library or “what worked” folder. Remember: adopting AI is not about replacing people, it is about freeing them to focus on what matters most: strategy, relationships, and creativity.
Closing Thoughts
AI is no longer a buzzword in Out-of-Home. It is becoming a practical tool for operators who are willing to test, verify, and learn. Whether it is writing smarter emails, analyzing opportunities, or jump-starting creative ideas, the key is to approach AI with both curiosity and caution. At Graviss Marketing, we believe the next competitive edge in OOH will not just come from who has the best locations. It will come from who uses data and technology most effectively.
If you are ready to explore how AI can streamline your sales, marketing, or creative workflows, let us talk. Visit gravissmarketing.com or contact us at info@gravissmarketing.com.
Beyond The Buzzword
This is exactly the kind of AI in OOH advertising challenge independent operators bring to Graviss Marketing every week. If AI in OOH advertising is something your team is actively working through, it is worth looking at how the underlying systems, not just individual tactics, are built to support it.
You can see how this fits into the bigger picture on our how Graviss Marketing helps independent operators page. And for broader industry context, the Out of Home Advertising Association of America is a useful resource for operators navigating these same questions.
For a real example of this in practice, see how we helped Formetco consolidate five fragmented websites into one unified digital home.