AI commercials dominated Super Bowl LX. By one count, there were at least 15. At $8 million each, that’s more than $100 million to get AI products in front of people’s eyeballs.
But why? What’s the return on investment here?
Tech companies want to make money (obviously). And it helps if they can get us all talking about AI. Particularly if they can get us talking about it in a positive way that shifts the current cultural narrative that AI is scary and is going to kill us all eventually.
I watched all the AI spots, and here’s what I think they were designed to do:
- Normalize using AI in every area of your life
- Soothe fears about AI being threatening
- Show how AI can help you do things (like create apps) with no expertise
- Convince you that fully automating your job with AI is actually a GOOD thing
- Imply that AI is unstoppable, and you better get on board or you’ll be left behind
The basic message was, AI is awesome. It’s here to make your life easier. Your worries are unfounded. We’re working in your best interests. Trust us.
But, honestly, do you have more peace of mind about AI now?
We have an ongoing opportunity to think critically about AI. These ads brought up some fundamental questions for me:
- What role should AI play in our everyday lives?
- When is it helpful? When should it be off-limits?
- Is AI as powerful as it seems to be? Should I trust it?
- Am I behind when it comes to understanding AI?
- Where is AI headed? Is it here to stay?
We don’t have to let tech companies shape the narrative around AI, even if they spend millions of dollars to do so. Ironically, this technology that’s promising to outsource our thinking creates an opportunity—and an obligation—to think for ourselves.
Want to watch the ads yourself? Here you go:
- Claude from Anthropic: We’re ad-free. See? We’re working in your best interest, unlike some of those OTHER guys. Coach | Therapist
- Google Gemini: AI can do whiz-bang things that help you be a better parent. New home
- Alexa+ from Amazon: You think AI is going to take over your life? That’s absurd. And if it does, you might…like it? Chris Hemsworth
- Ring: Check out our amazing technology to help you find your dog! This one backfired spectacularly, because people aren’t as stupid as they thought. Lost dogs
- AI.com: Get your AGI username NOW before it’s too late. What’s AGI? Who knows? But you better hurry or you’ll miss out! Act now
- Salesforce: We have our finger on the pulse of young people! MrBeast
- Base 44: You can build an app to do literally anything you can think of with no experience whatsoever. No-code
- Genspark.ai: Let AI automate your work so you can just relax and have fun. I think this ad also assumed people are stupid. If AI can automate all your work, why does your company need you? Day off
And there were even more companies that clearly used AI to create their ads; so many that I didn’t include them here.
I’d love to hear your take on the Super Bowl ads and what they say about the zeitgeist when it comes to AI.