In Times Square, a giant billboard lit up with just three words:
“Stop hiring humans.”
No context. No logo. Just chaos.
The ad turned out to be from Artisan AI, promoting their AI sales rep, Ava. For under $50K, they bought prime billboard space—and earned global headlines.
Why it worked:
- Shock factor: In a city that ignores billboards, this one stopped people cold.
- Controversy = clicks: Some called it offensive, others brilliant. Either way, everyone talked about it.
- Asymmetry: Small budget. Huge reach. The backlash did the heavy lifting.
Here’s my twist: Would I run this exact line? Probably not. But the principle—bold, uncomfortable, unforgettable messaging—is gold. If you’re a startup with $50K, spend it on a billboard that makes people text their friends, not one that blends into the noise.
Takeaway: Love it or hate it, a billboard that sparks conversation is worth more than one people don’t notice.