If there was an overriding message throughout the Super Bowl ads last night, it’s that artificial intelligence is your friend.
Are you worried that artificial intelligence could cost you your job or make it impossible for your kids to get started in their careers? Don’t worry. AI means that average people with no training can write computer code and apps.
Worried about reports of people turning to AI for love instead of other humans? Don’t worry. AI can help awkward guys prepare the perfect meal to impress their date.
Americans have widespread concerns about how AI is changing society, from jobs to social relationships, surveys show. But AI companies, flush with cash from surging stocks, used the Super Bowl not to sell specific products but instead sell a vision of a kinder, gentler AI future.
The ads were about selling peace of mind – the kind people will need to adopt more AI tools and splash out on AI-enabled devices, subscriptions and other fare. Without that buy-in, AI companies could struggle to turn a profit. After hundreds of billions of dollars in investments, that’s a concern that’s already starting to spook markets.
Two-thirds of respondents in a September Marist poll said they “believe AI will eliminate more jobs than it creates.” Members of Gen Z and women were especially likely to feel that way. And about four in 10 people polled said they “rarely or never” use AI tools.
But according to the ads, AI can help in nearly aspect of life, from helping upset children feel better about moving to helping you find your lost dog. It’s nothing more than the natural evolution of human creativity and intelligence, they claim, not something that replace that.
You’re worried that AI could lead to some science fiction-like apocalypse and the end of humanity? Why, thinking that AI will kill you is ridiculous. Just ask Alexa.
The ads also included Mathew Broderick showing how to use AI to take a day off work the day after the Super Bowl without job loss concerns.
About the closest thing to AI negativity actually came from an AI company, Anthropic, which promised its AI wouldn’t use embedded ads to try to sell things, unlike some other (unnamed) companies. And even those ads were more about Anthropic’s spat with rival OpenAI than about AI as a whole.
In real life, though, some experts worry there could be widespread job loss from AI in the years ahead. Rapid data center buildouts are also prompting concerns that rising electricity and water use will push up Americans’ bills.
These were not the first Super Bowl ads promoting AI services. But they were an overwhelming presence Sunday night, prompting some social media backlash.
“3 ai commercials within the first 45 mins of the superbowl. we are in hell,” posted one viewer on X.
“If I see one more AI commercial I might snap,” posted another.
But the AI companies apparently believed that the reported $8 million they spent for 30 second spots was worth it: In the streaming age, the Super Bowl is the one event a year that not only brings in top viewership but includes viewers willing to watch the ads rather than skip past them.
And the AI industry needs the help winning Americans over.
“Americans are much more concerned than excited about the increased use of AI in daily life, with a majority saying they want more control over how AI is used in their lives,” said Pew Research Center, summing up a recent survey on the topic. “Far larger shares say AI will erode than improve people’s ability to think creatively and form meaningful relationships.”