Monday, March 4, 2024

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    Super Bowl advertisers aim for mainstream appeal with AI-focused ads

    Some AI brand names might sound like cadences and audibles, but the AI ads for this year’s Super Bowl have nothing to do with play calls.

    This Sunday, tech giants will use Super Bowl LVIII’s mainstream audience to market new AI features. Meanwhile, other non-tech brands will air ads made with generative AI in an attempt to stand out.

    Microsoft’s Super Bowl spot will tout Copilot, a flagship AI platform powering a range of features across various apps, devices and websites. In a new campaign that debuted this week, Microsoft — which recently rebranded Bing Chat under Copilot — aims to show how Copilot can be an “AI companion” across Windows, Android and Apple devices. But rather than bog down football fans with AI jargon, Microsoft’s “Watch Me” commercial shows how Copilot can help people in their everyday lives to create movie storyboards, study chemistry and write code for a new game.

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