AI was ever-present during what is widely considered one of advertising's biggest days of the year.
Major industry players, including Anthropic, Google and OpenAI, had ad spots for the big game, while non-AI companies, like Svedka, used the technology to bring their commercials to life.
Anthropic took a swing at OpenAI's plans to bring ads to ChatGPT with its minute-long spot. It featured a conversation meant to mimic an exchange with a chatbot, which abruptly features an ad. It wraps with the tag line, "Ads are coming to AI. But not to Claude."
The series of ads, which were released ahead of the Super Bowl, provoked a strong response from OpenAI CEO Sam Altman, who slammed them as "deceptive" and "clearly dishonest."
OpenAI's commercial highlighted its new AI coding agent Codex, focusing on its powers for innovation, closing with the line, "You can just build things."
Google pulled on heart strings with an ad for its chatbot Gemini, in which a mom and her young son rely on the AI tool to picture their new home.
In a high-intensity ad full of extreme sports and a cameo from director Spike Lee, Meta showed off its line of smart glasses with Oakley, noting that "Artificial Intelligence is here."
Actor Chris Hemsworth battled with Alexa+ in Amazon's Super Bowl spot, imaging various ways that the AI-powered device could attempt to kill him.
The co-founder of Crypto.com also unveiled a new AI platform called ai.com in a quick 30-second spot. The platform, which will allow users to build personal AI agents, told viewers that artificial general intelligence "is coming" and urged them to "get your @handle now."
In an apparent nod to the biggest names in AI, like Altman, Meta CEO Mark Zuckerberg and Tesla CEO Elon Musk, it featured handles for "mark," "sam" and "elon."
Meanwhile, the vodka brand Svedka got in on the craze with an AI-generated ad, using the technology to animate its old "Fembot" mascot, according to the Wall Street Journal.
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