IRIS and World ID launch the first synchronized robot-powered billboard in Los Angeles, highlighting the importance of proof of human in the AI era.

A billboard carried by robots

On September 6, IRIS Worldwide unveiled the world’s first synchronized three-robot billboard in Manhattan Beach, Los Angeles. Called BotBoard, this moving structure highlights a powerful truth: bots are everywhere, and we need to spot them more easily.

World ID: digital proof of human

The campaign promotes World ID, a digital identity system that anonymously verifies that someone is a unique human and not a bot. It’s designed to protect users in an increasingly automated and AI-driven online world.

The BotBoard displayed bold messages such as “Bots are not always this easy to spot” and “Not all bots are this innocent,” underlining the invisible but disruptive presence of bots in digital life.

The No Bot Shop experience

The debut coincided with World’s first No Bot Shop, a one-day pop-up in Los Angeles designed to give coveted items back to real humans. Shoppers could access high-demand merchandise often hijacked by bots: concert tickets, collectibles, and limited-edition sneakers.

According to Alex Abrantes, Chief Creative Officer at IRIS Worldwide, “Online security challenges and fears have been long discussed in technical terms. World gave us the opportunity to create a real-life, memorable interaction that illustrates how prevalent bots are, as well as how disruptive they can be.”

Beyond CAPTCHA

For years, CAPTCHA has been the default tool to differentiate humans from bots. But it’s inefficient, frustrating, and outdated. World ID proposes a more seamless and privacy-preserving solution, removing friction while protecting authenticity.