Companies hope Super Bowl AI commercials will score points with viewers

From the FCC banning AI-boosted voices in robocalls to Paul McCartney using AI to create the Beatles' last song, artificial intelligence continues to make headlines. AI will also have a presence at Sunday's Super Bowl. It appears in some of the famous commercials that air during the Kansas City Chiefs vs. San Francisco 49ers game.

Some ads highlight how AI can help their products, others actually use AI to create the ad, and at least one even makes fun of AI. Let's take a look at AI-related ads. And check out our roundup of all the Super Bowl ads you can watch right now.

Microsoft First Officer: “Please keep an eye on me.”

Microsoft's “Watch Me” commercial promotes Microsoft Copilot, the company's AI assistant in Windows 11, and touts the idea that AI will replace artists and creatives. In this ad, people are looking for an AI to help them complete studying for a movie, video game, or chemistry test.

Google's Pixel 8: “Javier in Frame”

We live in an age centered on selfies and camera phones, but you may have never thought about how visually impaired people can take photos. Google has an accessibility feature called Guided Frame on its Pixel 8 smartphones that uses Google AI to alert you when and how many faces are in the frame. Blind director Adam Morse explains the feature in a Super Bowl ad, with an ending narration by blind singer-songwriter and musician Stevie Wonder.

Crowdstrike: “The Future”

Cybersecurity company CrowdStrike is taking a trip back to the Old West with an ad showcasing how it uses AI for security. When creepy Star Wars-esque robots try to attack the city, CrowdStrike's one-woman, armed with her AI-powered cybersecurity, quickly thwarts them.

Etsy: “Gift Mode”

Oh, and it's always a good time to (gently) poke fun at the French. In Etsy's Super Bowl ad, an American receiving a Statue of Liberty uses Etsy's AI-powered Gift Her mode to decide what to give in return to a French friend. Masu. Spoiler: It's cheese.

Mexican avocado: “Guac-AI-Mole” site

Mexican avocados have had some funny Super Bowl ads over the past few years. (In 2015, a parody of the college football draft showed Australia going after kangaroos, the US going after wheat, and, of course, avocados.) The company won't be running any Super Bowl ads this year, but its website features “Guac ' is being hyped. “-AI-mole” uses AI to generate guacamole recipes based on information posted by users.

Body Armor: “Field of Fake”

There's also at least one ad that uses AI entirely to tease the concept. If you've watched enough AI-assisted videos, you know that some are disturbingly bad, with creepy voiceovers and clearly fake creatures and humans. BodyArmor, a sports drink owned by Coca-Cola, is working on that aspect of AI, with his AI-ish lines randomly spewing out like “Teammate Trust His Tackle Ball” and soccer players hitting the ball with a basketball. I also show them dunking. The commercial then scoffs, “Artificial? No!” “Nothing should be artificial in sports,” he declares, before adding “real sweeteners, real flavors” to drinks.

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