All (Indecipherable) Signs Point to AI
Drive around Silicon Valley for any length of time, and you’ll see one billboard after another that makes absolutely zero sense.
“The API to expand your TAM”
“Too much B2B SAAS, not enough B2B SETS”
“Own Your Models”
Um, what?
Like with most things, I just assumed I’d aged out of whatever demographic this was targeting. Anyone under the age of, say, 40, would know exactly what it all means.
Or, the more conspiratorial among you might think this is some secret society speaking in code, ordering their followers to assemble to the escape pods, as the apocalypse is nearly upon us.
Actually, that turns out to be closer to the truth.
These cryptic billboards are the work of AI companies. Venture capital money is flying around like mad in this industry, and everyone’s jockeying to get their share before it inevitably dries up.
According to Outfront Media, billboard rental revenue climbed about 30% between 2023 and 2025 in San Francisco alone. And apparently there’s a waiting list.
The traditional purpose of billboard advertising was to put a product intended for a mass audience in front of as many eyeballs as possible. The poor folks trapped in their cars in ever-lengthening commutes were the perfect captive audience.
Not so much anymore.
AI is primarily a B2B (business to business) industry. It also isn’t cheap. So, their primary audience is others in business who can use AI to streamline their operations. And who, most importantly, have the decision-making authority (and budgets) to buy their services.
AI, like just about every business, has its own set of acronyms, contractions, and other jargon. All they need to reach are big-money decision makers who understand this language, which constitute just a tiny fraction of the eyeballs seeing these billboards.
In other words, those who know the code. They don’t need to bother with anyone else. If you don't get the lingo, it wasn't meant for you in the first place.
So why spend money on such an old-fashioned, inefficient technology as printed ads plastered onto giant signs?
Turns out, the ROI (return on investment, see, more code!) is still quite good using this medium. Most of these companies usually need just a few big sales from just a few of these people to more than cover their advertising costs.
Also, even today, these big billboards still have an aura of status, giving them legitimacy in what’s becoming an ever more crowded field. Having your giant logo floating above a busy thoroughfare is still a sign that you’ve made it, that you’re a legitimate company. Whether or not that’s actually true is another story.
And let’s face it. Lots of tech people come from all over the world to attend high-level meetings in this valley. Getting your product or service out in front of them is gold. They have a better chance of remembering you once they return to their offices.
Besides, they’re only taking a page out of the Hollywood playbook. Right around Oscar time, “For Your Consideration” billboards start popping up everywhere, geared solely towards Academy voting members. Which can’t be, what, more than .000004% of the population?
(That’s an estimate, BTW. Your mileage may vary.)
Plus, there’s just something about the cachet of being on the inside. That only you, and very few others, have the cheat-codes.
But, that’s a double-edged sword (mixed metaphors aside).
These AI billboards are literal monuments to the new definition of the haves and have nots. It’s not just about money and possessions anymore. Information is the new currency.
Those who know the code, have it. Those who don’t, are making lattés and delivering food to those who do.
