[ Index ]
GenAI for Personalised Digital Advertising
Built a Generative AI layer on Amazon Bedrock and AWS Lambda for JCDecaux Singapore’s programmatic digital out-of-home screens, on top of the systems it already ran.
The problem
JCDecaux runs digital screens across Singapore, in bus shelters, shopping malls and Changi Airport, and sells them programmatically: advertisers buy through their own platforms, by way of VIOOH. That changes the job. One network takes buys from many sources at once, with creatives JCDecaux never briefed, and it sells moments as much as space, such as the right message when it rains or at the morning peak.
The solution
- A Generative AI layer on Amazon Bedrock, running beside the existing programmatic systems on AWS Lambda and AWS Step Functions, with Amazon API Gateway in front and Amazon S3 for creatives and documents.
- Built to fit, not replace: I kept the programmatic stack exactly as it was, because every buyer and partner connects to it. The new layer reads what that stack produces and hands work back in a form it already understands, so nobody on the other side had to change a thing.