Billboards in San Francisco once shouted obvious messages for Coca‑Cola, Toyotas, iPhones and AirBnB. Lately, though, many roadside posters carry cryptic lines — “Agents don’t work without evals,” “Too much B2B SAAS,” “Intelligent AF” — put up by well‑funded AI startups. The posters have proliferated across neighborhoods, but most passersby say they don’t know what the ads are selling.
Louise Mozingo, who runs UC Berkeley’s urban design program and has long studied corporate landscaping, said the ads “are quite clearly not advertising to the average consumer.” Still, billboard rental revenue in the city rose about 30% between 2023 and 2025, according to data from outdoor advertiser Outfront Media, and companies report long waits to secure prime locations.
The inscrutability is deliberate. Mike Bilodeau, head of marketing at AI infrastructure startup Baseten, said the campaigns use an “if‑you‑know‑you‑know” approach. Baseten has run messages such as “Own your models,” “Own Your SLAs,” and “Own Your Nines” on billboards, bus shelters and kiosks. Bilodeau argued the language speaks directly to engineers: while many people see nothing, those inside the field immediately grasp the meaning.
Outfront’s west region senior marketing director Christine Rose contrasted this with traditional advertising, which typically explains a product to a defined audience. These tech billboards assume contextual knowledge and lean on shared jargon, inside jokes and cultural cues instead of explicit product descriptions.
Other cities see targeted billboards too — for example, the “For Your Consideration” Oscar campaigns in Los Angeles — but in San Francisco, the low‑tech medium conveys status. PR and marketing consultant Michelle Garrett said such ads make startups look big and successful and can build momentum. The mystique of cryptic language can generate buzz beyond the intended audience, she added.
Marketing professor Karen Anne Wallach, who studies exclusive language in campaigns, pointed out the strategy creates an “in group” and an “out group.” Appealing to a select, jargon‑savvy audience can strengthen bonds with that group in the short term. But Wallach warned of longer‑term costs: widespread exclusion can generate negative associations and become part of the brand’s image.
Startups acknowledge the risk of alienating many viewers but consider the payoff — capturing attention and signaling legitimacy to a key technical audience — worth it.
The trend affects the city’s feel, too. Some residents say the billboards reinforce the sense that tech dominates San Francisco culture. One caller on KQED’s Forum said the signs made her feel pessimistic, as if “the rumors are true and tech has overrun the city.”
Jennifer Vanasco edited this story for broadcast and digital.