AI Ads Miss the Mark at This Year’s Super Bowl
This year’s Super Bowl showcased a significant number of advertisements created with generative AI, yet many failed to impress audiences. Despite advancements in AI technology, the general consensus is that these ads did not effectively demonstrate the potential of AI, nor instill excitement among viewers.
Oversaturation of AI-generated Ads
Generative AI has become more sophisticated over the past year. However, it remains inferior to human creativity. This year, brands opted for more affordable and quicker production methods. Super Bowl ad spots cost between $8 million and $10 million for 30 seconds. Consequently, many commercials lacked the premium quality often seen in traditional ads.
Notable Ads and Their Reception
- Artlist: This Israeli company’s ad attempted to showcase its video production tools. It aired only in New York and Los Angeles.
- Svedka: This vodka brand reintroduced its Fembot character alongside a new companion, Brobot. Although the ad was AI-generated, it didn’t deliver a coherent story.
- Xfinity: Featuring de-aged actors from Jurassic Park, many viewers criticized the CGI effects as “AI slop.”
- Dunkin’: The commercial titled “Good Will Dunkin’” also drew speculation about AI usage due to its unnatural visuals.
- Pepsi Zero Sugar: This ad featured a CGI polar bear and aimed to emphasize the importance of a human touch in advertising.
Audience Opinions and Concerns
Viewer reactions ranged from confusion to disappointment regarding the quality of AI-generated ads. Many audiences began questioning whether the less polished appearance was due to AI technologies or subpar editing techniques. Social media buzzed with debates over which ads were AI-assisted, detracting from the brands’ actual messages.
The Future of AI in Advertising
The growing use of generative AI in advertising prompts discussions about authenticity and human creativity. While brands aimed to normalize AI in their campaigns, the outcome often led to skepticism rather than excitement. As the industry navigates this evolving landscape, it remains essential to balance innovation with quality.
In summary, the 2023 Super Bowl showcased a plethora of AI-generated advertisements. However, most failed to resonate with audiences, leaving them questioning the role and effectiveness of generative AI in creating compelling commercials.
