Themes surrounding artificial intelligence, such as the launch of AI-based products or advertisements created with the help of Generation AI, and at least one mockery of the technology, have emerged throughout the Super Bowl this year.
For example, before the Super Bowl, tech giants such as Microsoft released their Copilot AI ad while Google’s ad, “Javier in the frame” for its AI-powered Guided Frame feature in the Pixel 8, spoke about the smartphone’s accessibility features.
Elsewhere, consumer brands like Avocados From Mexico have leveraged a multimodal AI tool called GuacAImole that uses text and image recognition and generation to create guacamole recipes.
However, unlike the rise in power crypto ads during Super Bowl 2022, which dubbed the event the “Crypto Bowl,” industry experts suggest the reality falls short of true AI-driven ads this Super Bowl, despite the AI hype. The Super Bowl remains the biggest night for advertisers and brands are far from wanting to stake their reputation on a spot, at the price of the darling. 7 million dollars for a 30-second ad, generated by generational AI tools such as ChatGPT. Still, AI has had its ups and downs over the course of the big game, as brands have positioned the technology in a positive light with the intention of generating high-level metrics for some while ultimately getting people to interact with their AI tool for others.
“Despite increased interest and expectation for AI in marketing and advertising, there is a notable paucity of true AI-driven ads this year,” said Graham Page, global managing director of AI analytics. media at Affectiva. “Many advertisers, while experimenting extensively with AI, may not currently view the Super Bowl as the ideal testing ground due to potential unexpected errors. This rarity contrasts with the undeniable fact that AI is used in ways less obvious to viewers throughout the Super Bowl. »
AI as a positive enabler
Unlike humorous or celebrity ads, some brands featured AI as an enabler during the Super Bowl.
For example, Etsy’s first 30-second ad featured its new AI feature powered by OpenAI’s GPT4 (gift mode), combined with human curation to help shoppers select a gift.
The brand’s strategy was to evolve the consumer perspective of Etsy from a vacation-only brand to a go-to shopping platform for all occasions, going beyond brand awareness, Brad Minor, vice -President of Etsy Brand Marketing and Communications. previously told ADWEEK.
Likewise, tech giants such as Microsoft advertising are focusing on the idea of using Copilot as a creative tool to push boundaries and empower people. To this, Google’s AI-powered Pixel 8 ad reveals how AI helps blind people take photos.
“In the Super Bowl content landscape, there is an opportunity to reframe AI as a positive enabler of creativity and engagement,” Page said. “Rather than speculating on any perceived intrusiveness, it is possible to focus on the possible role of AI in crafting compelling narratives and enhancing the viewer experience. This approach emphasizes AI as a potentially invaluable tool for marketers, fostering a forward-looking and innovative perspective.
