Some companies have already witnessed the advantages of such collaboration. IBM, for instance, is scaling up its experience in AI-powered advertising and claims that its platform can help advertising agencies adapt their content based on the requirements, needs, and desires of their clients. Another ad agency is using AI-powered technology for facial recognition to understand how people react to a poster on the side of a bus stop or a billboard in the center of London. The data they receive is used to improve the next version of the ad.