How AI Showed Up in Ads During Super Bowl This Year
Artificial intelligence (AI) made its presence felt in advertisements during this year’s Super Bowl. Various themes surrounding AI were showcased, including AI-driven product launches, ads created with the help of gen AI, and humorous takes on the technology. While the hype around AI was evident, industry experts suggest that the actual number of AI-led ads fell short of expectations.
Tech giants like Microsoft and Google introduced AI-focused commercials ahead of the Super Bowl. Microsoft’s ad highlighted its Copilot AI as a creative tool that empowers people to push boundaries. Google’s ad showcased its AI-powered Guided Frame feature in the Pixel 8 smartphone, emphasizing the device’s accessibility features for blind individuals.
Other brands also utilized AI in their Super Bowl ads. Avocados From Mexico leveraged a multimodal AI tool called GuacAImole to generate guacamole recipes using text and image recognition and generation. However, despite the interest in AI, experts noted that there was a scarcity of actual AI-led ads during the event.
The Super Bowl remains a significant night for advertisers, with a 30-second ad spot costing a whopping $7 million. This high price tag makes brands reluctant to gamble their reputation on ads generated by AI tools such as ChatGPT. Nevertheless, some brands strategically positioned AI as an enabler during the Super Bowl, showcasing how AI can enhance shopping experiences or aid in selecting gifts, challenging traditional perceptions of their brands.
Etsy’s debut Super Bowl ad featured its new AI feature called Gift Mode, which uses OpenAI’s GPT4 and human curation to assist shoppers in finding the perfect gift. Similarly, Microsoft’s ad focused on how Copilot can be utilized as a tool for creativity. Google’s Pixel 8 ad demonstrated how AI helps blind individuals take photos.
According to Graham Page, the global managing director of media analytics at Affectiva, despite the scarcity of AI-led ads, AI was being used in less obvious ways throughout the Super Bowl. It presented an opportunity to reframe AI as a positive catalyst for creativity and engagement, highlighting its potential role in crafting compelling narratives and enhancing viewer experiences.
Cybersecurity company Crowdstrike featured its AI security analyst, Charlotte AI, in its Super Bowl ad. The spot aimed to bring cybersecurity to a mainstream audience and drive awareness for the brand. In contrast, Bodyarmor’s regional Super Bowl commercial played on the unnerving and creepy aspects of AI using AI-generated artwork, emphasizing that artificial is not a substitute for real experiences.
Overall, marketers are increasingly using AI, particularly gen AI, to create emotionally resonant ads or to pretest audience reactions to commercials. This shift reflects the growing prominence of AI in various industries and its potential to enhance the overall Super Bowl experience.
In conclusion, AI made its mark on this year’s Super Bowl ads, with brands showcasing the technology’s capabilities in different ways. Although the actual number of AI-led ads fell short of expectations, the event presented an opportunity to shape the perception of AI as a positive force for creativity and engagement. As AI becomes increasingly integrated into various aspects of business and pop culture, its importance continues to grow.
