The event, which unfolded in 190 countries worldwide on Sunday (Feb. 11), transcended being merely an overtime showdown between the teams. It presented a prime opportunity for providers and developers of artificial intelligence systems to showcase the technology and advocate for its integration across various applications.
Traditionally, Super Bowl commercials have been the epitome of promotional extravagance, with ad slots for this year’s game costing companies $7 million each.
During the high-stakes game in Las Vegas, AI was omnipresent, with industry giants and trailblazers from various sectors such as eCommerce, cybersecurity, and tech utilizing their advertising slots to demonstrate the transformative power of AI in delivering innovative products and services. Notably, the Minions movie franchise and a sports beverage brand opted for a humorous take on AI.
Even the renowned singer and entertainer playfully referenced her own AI system, Beyoncé-I, while promoting a 5G network, standing alongside an AI-generated doppelganger.
The advertisements’ themes and messages provide a glimpse into the current successful implementations of AI, both internally within organizations and externally in consumer-facing applications, hinting at the future developments as companies further refine their AI systems.
AI Enhances Companies’ and Consumers’ Existing Capabilities
The contrast between the Super Bowl hype and the overall buzz surrounding cryptocurrencies couldn’t be more evident. Cryptocurrency firms, including the now-defunct exchange, enlisted a star-studded lineup for the 2022 Super Bowl ads, featuring celebrities like Matt Damon, Paris Hilton, and Snoop Dogg, to capture mainstream audience attention. However, these ads largely neglected to delve into the practical utility of cryptocurrencies beyond speculative investments.
In stark contrast, this year’s AI-focused advertisements predominantly emphasized the real-world applications of the technology in enhancing daily life and accessibility, albeit with a touch of editorialization.
For instance, cybersecurity firm CrowdStrike utilized its ad spot to illustrate how AI can bolster defenses against cyber threats and malicious actors, safeguarding digital assets and data. Google, on the other hand, chose to highlight how AI enriches the features of its mobile devices, particularly in aiding visually impaired individuals in photography.
Microsoft’s Evolution into an AI-Centric Company
Etsy leveraged its ad slot to showcase how AI can turbocharge creativity and aid consumers in decision-making processes, envisioning a scenario where the U.S. seeks assistance from Etsy’s AI-powered search to select a gift for France following the gift of the Statue of Liberty.
According to , head of risk, U.S., and principal technologist at , AI is transforming the way individuals interact with technology, enabling more seamless and efficient experiences.
Microsoft, in its Super Bowl ad, positioned itself as an AI-focused entity, portraying its AI as a versatile companion assisting users in various tasks, from filmmaking to studying for exams.
As highlighted by PYMNTS CEO Karen Webster, the increasing pace of decision-making in modern business environments underscores the pivotal role AI tools play in enhancing efficiency and productivity for both executives and consumers alike.