Very impressive OOH ads from OpenAI.

AI is a controversial tool. OpenAI is a controversial company. But you can't dispute it: these ads are stunning.

Image generation is the AI feature that actually pulls people in. Not the productivity stuff, not the chatbots, the thing you can mess around with on a Friday night with mates. Your home, your wardrobe, a daft idea you had - suddenly you can see it.

The ceiling isn't the tech, it's your imagination. That's what turns AI from abstract threat into something people enjoy.

I had to fact-check these ads. They seem to be real, and they're up in US cities right now.

And the timing is no accident. There's no better moment to be everywhere out-of-home than the first week of the World Cup, when visitors to the US will go through the roof.