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Generative AI Plays Prominent Role in Super Bowl Advertising Amid Mixed Reception

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Generative AI Takes the Super Bowl Stage: Mixed Reactions to a High-Tech Ad Blitz

Generative Artificial Intelligence (AI) made a prominent debut in Super Bowl advertising in 2024, with several brands integrating the technology into their high-stakes commercials. While AI is often lauded for its potential to deliver cost and speed efficiencies, the overall reception of AI-generated content was notably mixed, sparking public debate on quality, effectiveness, and the nuanced distinction between AI and traditional visual effects.

Generative AI's Presence in Super Bowl Advertising

The 2024 Super Bowl witnessed a significant surge in commercials leveraging generative AI, a trend fueled by rapid advancements in image and video generation models. With a 30-second advertising slot valued between an estimated $8 million and $10 million, brands experimented with AI's potential. Despite its association with production cost and time savings, the implementation of generative AI in this year's high-profile advertising arena yielded diverse outcomes.

Svedka Vodka's AI-Primarily Created Commercial

Svedka Vodka, owned by Sazerac Company, unveiled a 30-second commercial that was predominantly created using Artificial Intelligence. This ad marked the return of Svedka's iconic Fembot character after roughly 13 years, now joined by a new companion, Brobot. The robots were depicted dancing, featuring choreography chosen from a user submission contest. Sazerac characterized this as the first known Super Bowl advertisement primarily created with AI.

Sara Saunders, Chief Marketing Officer at Sazerac, acknowledged the inherent risk of a vodka advertisement during the Super Bowl, stating the company's aim was to "generate discussion." The commercial, which aired just after halftime, paradoxically carried a message advocating for human interaction in analog ways, despite its AI creation. Saunders further revealed that, for this particular project, the AI creation did not result in significant cost or time savings compared to a conventional production. Instead, the decision to use AI was driven by its aesthetic and thematic value, particularly in emphasizing technological aspects suitable for a vodka brand.

The commercial featured the robots consuming vodka and showing signs of intoxication, with Brobot notably experiencing a "short-circuit" and liquid spillage. While Sazerac affirmed this effect was intentional, observers noted its resemblance to unintended visual artifacts sometimes associated with AI model generation. Brobot also drew comparisons to Sonny from the 2004 film "I, Robot." Vodka advertisements have historically been less common in the Super Bowl compared to beer, with Svedka and Smirnoff being among the first vodka brands to advertise during the game in three decades. Saunders indicated that the company anticipated and welcomed potential criticism, viewing it as part of an ongoing dialogue regarding humans and technology.

Broader Landscape and Reception of AI in Ads

Beyond Svedka, several other companies reportedly incorporated AI as a tool in their 2024 Super Bowl spots. OpenAI itself was reported to be planning a 60-second commercial. Advertising experts predict an increase in AI-made ads throughout the year, primarily driven by brands' objectives to reduce costs.

However, the overall reception for generative AI-featured ads in this year's Super Bowl was not widely positive concerning the technology's utility or appeal. Many commercials were perceived by some as exhibiting an inexpensive or unrefined quality.

  • Artlist: An ad for Artlist, produced in just five days, showcased short clips of animals performing unusual actions. It faced criticism for lacking innovation and resembling low-quality AI-generated video.

  • Perceived AI in Visual Effects: The general perception of unpolished AI-generated content led to speculation even for ads not primarily created with text-to-video AI models.

    • Comcast Xfinity's "Jurassic Park"-themed commercial, which digitally de-aged actors Sam Neill, Laura Dern, and Jeff Goldblum, was described by some social media users as "AI slop." However, the visual effects for this ad were credited to Industrial Light & Magic (ILM) and Lola VFX, companies renowned for digital de-aging using traditional methods.
    • Similarly, Dunkin's "Good Will Dunkin'" ad, featuring de-aged actors, prompted online discussions about AI use, with the ad's virality partly attributed to this debate rather than product focus.
    • It's crucial to note that machine learning processes are often integrated into creative software for computer-generated effects, a distinct application from generative text-to-video AI models.

  • Pepsi Zero Sugar: An ad for Pepsi Zero Sugar featured a CGI polar bear, a traditional Coca-Cola mascot, appearing to prefer Pepsi. The commercial's concluding message, "deserve taste," was interpreted by some as a subtle reference to Coca-Cola’s previous AI-generated holiday advertisements. Pepsi's marketing VP, Gustavo Reyna, emphasized the importance of a human touch, craft, and creativity in the ad.

The widespread exposure of generative AI in Super Bowl advertisements in 2024 ultimately contributed to public inquiry and skepticism regarding the technology's application in advertising, rather than consistently fostering positive cultural associations for the products involved.