""A lot of AI companies see the Super Bowl as an opportunity to connect with consumers and build awareness about their platforms," Andrew Frank, VP and distinguished analyst at research firm Gartner, told me ahead of the weekend. For AI companies, Frank said, the mission now is to shift the narrative away from artificial intelligence as "something fake and sloppy" to AI as "something that can help people connect on an emotional level.""
"Both of Anthropic's two commercials mock the idea of running ads in chatbots or similar products that claim to offer genuine advice in moments of vulnerability. One ad shows a man asking a therapist, a thinly veiled stand-in for ChatGPT, for advice about how to better communicate with his mother, to which the "therapist" recommends a dating site for finding older women."
Multiple AI companies bought Super Bowl ads to position their tools as productivity and inspiration aids rather than replacements or nuisances. Anthropic, OpenAI, Salesforce, Meta, Amazon-owned Ring and Genspark.ai used spots emphasizing human aspects of AI, promoting an "AI humanism" narrative aimed at reframing AI from "fake and sloppy" to emotionally connective. Anthropic's debut featured two commercials mocking chatbots that monetize vulnerable moments, portraying therapy and training exchanges that suggest inappropriate product recommendations, and ending with the tagline "Ads are coming to AI. But not to Claude."
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