From Buzzword to Billboards: Real Talk on AI’s Role in OOH

By Jonathan “JG” Graviss

The IBO Fall Conference in Atlanta last week brought together Out-of-Home talent from across the country for several days of learning, sharing, and collaboration. Attendees filled the rooms and hallways with conversations about innovation, growth, and technology, and once again, AI emerged as one of the most talked-about topics. AI in OOH: Real Uses, Real Results, Real Talk brought together four voices from across the Out-of-Home spectrum—moderated by Jonathan Graviss of Graviss Marketing. On stage were JG representing both Trailhead Media and Graviss Marketing, offering a sales perspective; Ryan Peters of Grey Outdoor, bringing the real estate lens; Richard Molinaro of Up To Something, speaking from the creative side; and Neil Bell of New South Outdoor, representing the small-operator experience.

The group’s mission was clear: talk honestly about what’s working, what’s hype, and where AI actually fits in the day-to-day work of OOH operators.

JG shared how AI has already found a practical foothold in sales across all stages of the sales process. Tools are helping teams draft outreach emails, summarize meetings, help with lead identification for sales teams, and can help with negotiations. But, as he reminded the audience, “the prompt is everything.” Poor inputs yield poor results; getting specific about tone, audience, and intent separates helpful automation from wasted time.

From a real estate standpoint, Ryan Peters shared that AI has proven most useful in the research phase of development. He described how AI tools can quickly surface background information, summarize details, and even assist in drafting correspondence with landowners and government officials. These efficiencies, he noted, can help operators move projects forward faster.

Still, Peters cautioned that AI can point you in the right direction, but it can’t replace due diligence. Every result should be verified, especially when the technology references legal cases or zoning guidance. That’s where human expertise still matters most. AI can help us move faster, but it can’t be the final word.

Richard Molinaro tackled AI’s creative side. He described the technology as a powerful brainstorming partner, capable of jump-starting ideas or creating quick mockups, but the technology is not yet ready for prime time when it comes to full campaigns. AI can help you get unstuck when you are brainstorming copy but it can’t yet create the actual designs at a professional level.

Neil Bell brought levity and practicality, sharing how small operators are experimenting on a shoestring budget. His story about asking AI to design “a dog with a gold tooth” drew laughter across the room, underscoring the point that curiosity, not perfection, is what drives learning how to use AI tools. You figure it out by playing with it. Don’t be afraid to try and use AI tools in your business.

Throughout the session, the conversation stayed grounded in reality. The consensus was clear: AI isn’t a fad, but it’s also not a silver bullet. Its best uses today are the quiet efficiencies of writing faster, sorting data smarter, or sparking creative thought. The technology does not support headline-grabbing miracles.

As Graviss closed the session, he summed up the sentiment: “AI won’t replace the people who know this business, but the people who use AI wisely might just move faster.”

The panel left operators with both caution and encouragement: keep testing, keep verifying, and keep learning. Because in an industry built on visibility, the next competitive edge might come from what happens behind the billboard.

About Graviss Marketing
Graviss Marketing helps OOH operators build the digital presence, marketing systems, and sales tools they need to win more advertisers. With decades of OOH experience and a focus on digital innovation, we partner with operators to make sure their business stands out — on the road and online.
If you’d like to learn more about how we can help your company market smarter, visit http://www.GravissMarketing.com or email info@gravissmarketing.com.

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