Super Bowl Ads 2024: The Rise of AI


The Super Bowl, scheduled for February 11th, 2024 in Las Vegas, is one of the most-watched sporting events globally. Last year, the NFL season had the highest viewership in decades, and this year is expected to attract even more viewers. As a result, the Super Bowl presents a huge opportunity for brands to advertise their products and services on television.

In recent years, we have seen a rise in AI-related content, therefore it’s no surprise that new AI technology is being showcased at the Super Bowl. Two brands, Microsoft and Google, have decided to highlight their use of AI during this event. Let’s discuss…

Microsoft Copilot: Your everyday AI companion

Microsoft’s ad showcases their new AI tool, Copilot: Your everyday AI companion. This chatbot rivals the likes of OpenAI’s ChatGPT. Whilst the basic version of the tool is free, premium features are available for paying customers. The ad campaign is aimed at showcasing how AI can be used in everyday scenarios.

In an interview with Brand Innovators, chief brand officer, Kathleen Hall, states that “what we want this ad to get across is there is really a role for AI in a functional, impactful way in regular people’s lives, doing things that they could not otherwise do for themselves or making some of the hard work that they have to do a little bit easier. It’s really about making AI accessible and impactful in your everyday life.”

By presenting AI as an everyday companion, Microsoft hopes to change the public perception of AI and encourage the incorporation of AI technology into daily life. The ad aims to demonstrate that AI can be a helpful and accessible assistant to people in our everyday activities.

Google Pixel 8: Guided Frame

Google’s ‘Javier in Frame’ ad is a powerful and emotionally charged one-minute video that showcases the capabilities of the AI-powered Guided Frame feature of the Google Pixel camera. The video tells the story of Javier, a person with low vision, using a lens blurred by petroleum jelly to represent his point of view. Through this ad, Google highlights how this feature can help visually impaired individuals take selfies and photos with ease.

What sets this ad apart is that it was directed by Adam Morse, a blind filmmaker. This adds an extra layer of authenticity to the message, as it is coming from someone who understands the struggles faced by visually impaired individuals. The video also showcases how this accessibility feature helps individuals like Javier to capture memories and moments that they may have otherwise missed out on.

The Guided Frame feature, launched in 2022, uses AI to detect the faces of the individuals in the frame, and it provides audio and haptic feedback to guide the user in framing the perfect shot. This feature is a significant step in making technology more accessible to people with disabilities and can be a game-changer for visually impaired individuals who wish to capture their memories through photography.

In conclusion, AI-related content is becoming increasingly popular, and it is exciting to see how these two tech giants plan to use AI during the Super Bowl. We expect to see more cutting-edge technology being showcased in the future!

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