Artificial Intelligence (AI) is a topic that stirs up a lot of controversy. Many Americans have reservations about AI, but the companies advertising during the Super Bowl have decided to give the technology a more human dimension.
Many AI providers struggle to convince customers that this technology will not take away their ability to think independently. Several of these companies have chosen to use the Super Bowl as a platform to change the narrative. Advertisements aired live in front of 123 million viewers provided an excellent opportunity to gain widespread publicity, although it came with a cost of $7 million for a 30-second spot.
While many technology enthusiasts believe that AI is the future, the majority of society remains skeptical. According to a recent Pew Research study, 52% of Americans are “more worried than excited about the development of AI,” with only 10% more excited than worried about its possibilities.
When Chat GPT emerged, people were amazed at how it could write essays or create scenarios based on dialogues from their favorite shows. However, the situation is changing now as more stories emerge about AI replacing humans in the workplace and the need for regulation.
There were winners and losers in relation to the advertising messages during the Super Bowl. AI began its campaign by changing its image. As Deacon Webster, co-founder and creative director of the advertising agency Walrus, said, “There was a sense of awe and admiration, but also a negative feeling that ‘Oh my God, none of us knowledge workers will have a job.'”
Microsoft showcased in their Super Bowl ad a group of people overcoming various challenges, from starting their own businesses to earning university degrees. Their success is attributed not only to determination and resourcefulness but also to the support of Microsoft’s AI companion, Copilot. As Divya Kumar, Chief Marketing Officer for Search and AI at Microsoft, said, “There’s a bit of skepticism and concern about how to use something so cutting edge, but they don’t know that it’s truly accessible, impactful, and straightforward.” Microsoft’s advertising campaign aimed to demonstrate the utility of AI for early adopters as well as a wider audience.
Etsy demonstrated how its gift-powered AI can help find the perfect present in France. Google Pixel’s ad focused on how the company’s tools assist visually impaired individuals in taking photos. Meanwhile, Crowdstrike showcased how AI tools aid in combating cyberattacks in a cyberpunk-style film advertisement.
The Super Bowl is undoubtedly the most important stage for conveying messages about the humanization of AI. As Kumar from Microsoft stated, “It’s also a skill-enhancing experience for us because it’s a great way to reach an audience that otherwise wouldn’t be fully briefed on the capabilities of Copilot, as well as a learning experience for future advertising campaigns we want to do.”
AI – technology that involves creating machines capable of performing tasks that typically require human intelligence.
Super Bowl – annual championship game of the American football league, considered one of the biggest sporting events in the United States.
AI replacing humans in the workplace – a growing trend of applying AI in various industries, which may lead to the replacement of certain tasks performed by humans.
Regulations regarding AI – the need to develop guidelines and regulations to ensure proper utilization of AI and minimize risks.
Copilot – an AI tool from Microsoft that assists users in various fields, such as business and academia.
Etsy – an online platform for buying and selling handmade products.
Google Pixel – smartphones produced by Google.
Crowdstrike – a company specializing in cybersecurity.
Advertising during the Super Bowl is a perfect opportunity to showcase the capabilities of AI and change the negative perception of this technology.
The article suggests the following related links:
Microsoft’s website
Google’s website
Etsy’s website
Crowdstrike’s website
The source of the article is from the blog shakirabrasil.info