Read at Adweek
The Super Bowl featured a number of AI-driven ads, with tech giants like Microsoft and Google showcasing their AI capabilities. However, despite the hype, there were actually very few AI-led ads during the event. Advertisers and brands were hesitant to gamble their reputation on AI-generated ads, despite the potential benefits.
"Despite heightened interest and anticipation for AI in marketing and advertising, there's a notable scarcity of actual AI-led ads this year," said Graham Page, global managing director of media analytics, Affectiva. "This scarcity contrasts with the undeniable fact that AI is being used in ways that are less obvious to viewers throughout the Super Bowl."
Some brands positioned AI as an enabler during the Super Bowl, highlighting its positive impact. For example, E. ON, an energy company, released an ad that showed how AI can help monitor energy usage and reduce waste. This approach aimed to showcase how AI can be used for practical purposes and benefit consumers.
Contrary to ads brimming with humor or celebrities, some brands pitched AI as an enabler during the Super Bowl.