Many AI companies struggle to get their customers to understand that the product won’t take away their ability to think for themselves. A few took advantage of the Super Bowl to change the situation. There’s no better opportunity to reach 123 million live viewers at once and generate huge press buzz, even if it costs $7 million for a 30-second spot.
While many technology evangelists proclaim that artificial intelligence is the future, the majority of the public remains skeptical. According to a recent Pew Research study, 52% of Americans are “more concerned than excited about the growth of AI.” Only 10 percent are more excited than concerned about the possibilities.
When Chat GPT came out, people were amazed at how well he could write essays or create scripts based on dialogue from their favorite shows. This is changing, as more stories about AI replacing jobs and the need for regulation emerge.
“There was a sense of wonder and awe,” said Deacon Webster, co-founder and creative director of advertising agency Walrus. “And then there was a negative feeling like, ‘Oh my God, none of us knowledge workers are going to have jobs.'”
There are many winners and losers among the messages attempted by brands in the big Super Bowl advertising gambles. The AI was continuing an image overhaul. Sunday was the first step in achieving this.
“The Super Bowl is the last big mass gathering,” Webster said. “It kind of allows you to go out and deliver brand messages to tons and tons of people. I think no matter how much individual advertising, there’s something about a shared experience.”
In Microsoft’s Super Bowl commercial, a group of people overcome challenges ranging from starting their own business to earning a college degree. It’s not just because of their courage and ingenuity. It’s also thanks to the help of Copilot, Microsoft’s “everyday AI companion”.
“There’s a bit of skepticism, hesitancy about how someone can use something so new, without knowing that it’s actually a really accessible, relevant and simple tool to use. use,” said Divya Kumar, MicrosoftManaging Director of Search and AI Marketing. “AI search has been in the market for about 20 years, so we want to bridge that gap between early adopters and traditional consumers.”
Etsy showed how its AI-based gift mode could help find the perfect gift for France. Google Pixel’s advertising focused on how its tools help visually impaired people take photos. And, Crowd strike showed how AI tools could help combat cyberattacks in a Western cyberpunk-themed ad.
“It really gives businesses a chance, especially with advertising, to present their perspective on how this is going to be a positive thing for people and for humanity and to be able to look at it from the perspective of “positive impact,” said Gaurav Misra, CEO of AI-powered video creation software Captions.
Creations makes videos in real time, raising concerns about how the technology could be misused to manipulate content and create misinformation. It can also help people connect, as highlighted in a recent New York Times article about how people fell in love with Captions AI translation software. This story helped the company explain the benefits of its product.
“You can speak in English, and it will sound like you’re speaking French or German or something, right?” » said Misra. “It’s the kind of thing that just wouldn’t have been possible before, and it opens up new possibilities for what people can do with it and how people can communicate across different languages and cultures. ”
There’s no bigger stage to get your humanizing message across than the Super Bowl, said Microsoft’s Kumar. The company also timed the ad campaign for a complete overhaul of Copilot’s user interface, making prompts easier to see and providing more visual examples. He used real customer examples to create the ad.
“It’s also a good learning experience, because it’s a great way for us to reach an audience that might not otherwise be fully aware of what Copilot can do, and then also d “Learn from this experience in the next marketing beats that we want to do,” she said.
Microsoft recently expanded Copilot access to the small business community and launched a new premium subscription for individuals.
David Jones, founder and CEO of Brandtech Group, said what America watched Sunday was the first attempt to get people to understand that AI will change every aspect of our lives by making everything better, faster and cheaper.
“What we saw in the Super Bowl are just the beginnings of this, but very soon it will be as ubiquitous as mobile or Internet or electricity,” said Jones, whose company focuses on AI digital and generative marketing companies. “No one is asking today ‘how the Internet will be sold to us’ or ‘how mobile will be sold to us’. They are at the heart of everything we do. (Generative) AI will be the same, but under steroids.”
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