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AI's Competitive Landscape and the Role of Airport Advertising

Airport advertising helps new entrants into the AI space break into a highly competitive industry: Anthropic, Unisys, and IFS are all running large campaigns to ride the wave of hype around this new technology.

 

As AI tools become more embedded in everyday life and enterprise operations, competition among companies in this space is intensifying. Market share for AI-powered tools is currently dominated by a few established players, such as OpenAI, Google, and Microsoft, whose AI solutions—ChatGPT, Bard, and Azure AI—have garnered significant early market leadership. However, the rapidly growing demand for AI-driven solutions across industries creates ample room for newer entrants to gain traction.

Companies like Anthropic, IFS, Unisys, and Grammarly are stepping up their advertising efforts to carve out a greater share of this expanding market. By using JCDecaux’s airport inventory, these companies are leveraging out-of-home advertising to capture the attention of diverse and influential audiences.

Gate area in LAX is full of sitting and walking passengers. Two gateway digital networks show Claude.ai advertising
Passengers in MIA walk down stairs and escalator, banner overhead advertises Claude.ai
Large, eye-level digital screen displays Claude.ai advertising while passengers walk past in either direction

Can an Ethical AI Carve out Market Share? 

Anthropic is positioning its Claude AI as a direct competitor to leading AI assistant tools. With privacy, safety, and human-centered AI as its differentiators, Anthropic aims to carve out a market niche by appealing to businesses and consumers looking for safer, more ethical AI solutions. Their campaign is making a major splash across key US airports, including Los Angeles, Orlando, Boston Logan, Miami, and Dallas/Fort Worth international airports. Leveraging both full airport coverage digital networks and strategically placed large-format static banners, Anthropic gains high-impact visibility in some of the country’s busiest travel hubs.

With AI still in a growth phase, Anthropic faces the challenge of being relatively unknown compared to established giants. Advertising in prime airport locations provides mass reach- great for building brand awareness- as well as visibility within highly desirable audiences like tech enthusiasts and business decision-makers likely to adopt AI solutions. Our airport partners are the perfect choice- not only did Anthropic’s target airports serve 159 million passengers in H1 2024, they also over-index for Tech Enthusiasts. According to Neustar U.S. mobile phone signal data, BOS and LAX index 163 and 149 respectively for this target audience.

Gate area in MCO is full of passengers. In foreground, column with digital advertising displays IFS advertising for their Unleashed convention
Several people walk down hallway in MCO Terminal C. On the right, a large digital screen shows IFS Unleashed conference advertising

Convention Context- Targeting the Gateway to Tech Leaders

Despite interest in the same audience, IFS is employing a different strategy for their latest campaign at JCDecaux airports. IFS, which focuses on AI applications in enterprise management, is seeking to boost its profile by dominating the gateway to Orlando in advance of their upcoming in-market event, IFS Unleashed.

Dominating the airport on our Prestige Digital Network and making a statement on the iconic 360 digital columns offers IFS a direct line to industry leaders, decision-makers, and tech professionals arriving specifically for their event. By capturing their attention at the gateway to the convention, IFS is establishing brand presence early and creating an immediate connection with industry leaders, enhancing recognition and engagement before they even step into the event.

Building Consumer Trust in AI with OOH

Trust is crucial in AI adoption, especially as concerns about data privacy, security, and ethical use of AI technologies grow. According to a Forbes Advisor survey, 76% of consumers are concerned about AI providing misinformation and the majority express concerns about various AI applications in business- only 33% report being “very likely” to trust a business that uses AI.

Advertising in respected, highly visible platforms like JCDecaux’s airport inventory aligns these AI brands with a trusted media platform, helping to build credibility. According to “The Moment for Trust,” a study done by JCDecaux UK, out-of-home is the #1 media platform for delivering trust in brand claims, scoring higher than TV, social media, and the news.

Santa Monica private aviation terminal has two sitting passengers and one walking past. A digital screen on the back wall shows Unisys advertising.

Elite Impact – Grab the Attention of Private Jet Travelers

As public interest in AI grows, tech companies have a window to capitalize on this momentum. Unisys, a global technology solutions company, is running with this opportunity to capture decision-makers looking to integrate AI into their businesses. In addition to targeting some of the world’s busiest airports with our digital spectaculars in LAX and DFW, Unisys is targeting high-profile business travelers flying private. 

This hard-to-reach audience should be of great interest to growing AI businesses. According to data from Wealth-X and North Carolina’s Department of Commerce, there’s significant overlap between where private jet owners work and the top industries using AI- namely business and consumer services, finance, and real estate! 

As AI continues to penetrate industries and consumer experiences, brands capture— and hold—market share through strategic advertising efforts. By tapping into the massive reach and trust of JCDecaux’s airport advertising network, companies like IFS, Anthropic, Unisys, and Grammarly are positioning themselves for long-term growth in an increasingly competitive space.