The Secret Language of San Francisco’s Billboards: A Tale of Inclusion and Exclusion
Ever driven past a billboard that left you scratching your head? In San Francisco, that’s becoming the norm. Ads like “Agents don’t work without evals” or “Intelligent AF” are plastered across the city, and if you’re not part of the tech elite, you’re probably clueless. Personally, I think this trend is a fascinating—and slightly unsettling—reflection of how tech culture is reshaping public spaces.
What makes this particularly fascinating is the intentional exclusivity behind these ads. They’re not meant for the average passerby; they’re insider jokes for software engineers and venture capitalists. Mike Bilodeau, head of marketing at AI startup Baseten, puts it bluntly: “If you know, you know.” From my perspective, this isn’t just about selling a product—it’s about signaling membership in an elite club.
But here’s the kicker: these billboards are booming. Billboard revenue in San Francisco jumped 30% between 2023 and 2025, and companies are waiting months for prime spots. What many people don’t realize is that these low-tech signs are a status symbol for high-tech firms. As PR consultant Michelle Garrett points out, they scream “We’ve made it” to investors and clients. It’s like a modern-day peacock display, but instead of feathers, it’s jargon-filled ads.
If you take a step back and think about it, this trend raises a deeper question: Who owns public space in a city? San Francisco’s billboards are no longer for everyone—they’re for the tech in-crowd. Louise Mozingo, an urban design expert at UC Berkeley, is as baffled as the rest of us. “They’re clearly not advertising to the average consumer,” she says. And yet, they’re everywhere, turning the city into a giant inside joke.
One thing that immediately stands out is the psychological impact of this exclusionary language. Marketing professor Karen Anne Wallach argues that it creates an “in group” and an “out group.” Sure, it strengthens bonds within the tech community, but what about everyone else? Long term, this kind of negative branding could backfire. As one San Francisco resident put it, “It feels like tech has overrun the city.”
A detail that I find especially interesting is how these ads mirror the tech industry’s broader cultural influence. San Francisco is no longer just a city—it’s a tech monoculture. These billboards are a physical manifestation of that shift. What this really suggests is that tech isn’t just changing how we live; it’s changing how we communicate, even in public spaces.
In my opinion, this trend is both a marketing masterstroke and a cultural warning sign. On one hand, it’s genius—it creates buzz, builds legitimacy, and fosters community among the target audience. On the other hand, it alienates the majority of the population and reinforces the perception of tech as an insular, elitist industry.
If you ask me, the future of these billboards will depend on how the tech industry evolves. Will it become more inclusive, or will it double down on its exclusivity? Either way, these cryptic ads are more than just marketing—they’re a reflection of our times. And as someone who’s been watching this space, I can’t help but wonder: What does it say about us when public spaces are no longer for the public?
