In San Francisco, billboards used to have clear messages. They promoted Coca-Cola, Toyotas, and iPhones. Now, they’re different. Ads with phrases like “Agents don’t work without evals” and “Intelligent AF” pop up everywhere, aimed at a tech-savvy crowd with lots of venture capital funding behind them.
Louise Mozingo, who teaches urban design at UC Berkeley, finds this shift puzzling. “I look at these billboards and have no idea what they’re selling,” she explained. These ads clearly target a niche audience rather than everyday consumers.
Interestingly, billboard rental income in San Francisco soared 30% from 2023 to 2025, according to Outfront Media, an outdoor advertising company. Advertisers are now waiting months to secure prime spots. This shows there’s a strong demand, despite some confusion about the messaging.
The motivations behind these cryptic ads are strategic. Mike Bilodeau, a marketing director at AI startup Baseten, explained that the goal is to create an “if-you-know-you-know” vibe. Their billboards, with statements like “Own your models,” are geared towards software engineers who understand the context. However, for many passersby, the ads might feel like a foreign language.
Bilodeau summed it up: “For a lot of folks, the ads don’t really mean anything. But we’re selling to engineers—they know exactly what we’re talking about.” This reflects a broader trend where tech companies use inside jokes and jargon. Traditional advertising usually seeks to explain a product clearly to all potential customers, but these tech campaigns presume a shared understanding.
The trend isn’t just in San Francisco; cities like Los Angeles also have similar niche advertising. Millions recognize campaigns like “For Your Consideration” around the Academy Awards. However, the choice of billboards in a tech hub may seem odd at first glance. Marketing consultant Michelle Garrett argues that they give these startups a sense of legitimacy, helping them appear bigger and more successful. “It signals to the world that they’re here and thriving,” she noted.
The insider language also creates a buzz, as people share and discuss ads they don’t fully understand. However, this exclusivity can also prove divisive. Karen Anne Wallach, a marketing professor, points out that tech brands risk alienating the broader public. While they cater to an “in group” that understands the jargon, they might overlook the larger “out group” that feels excluded. “Negative branding can stick in people’s minds,” Wallach said, which may not bode well for the long-term perception of those brands.
Moreover, such off-putting ads could affect how residents feel about the city itself. One San Francisco local shared, “These billboards make me feel like tech has overtaken the culture here. It feels grim.”
As the tech scene grows, the messaging strategies evolve, and cities adapt to these changes. The question remains: will these cryptic ads succeed in building a loyal customer base, or will they ultimately backfire by disconnecting from a wider audience?
