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Will Super Bowl LVIII be a breakout moment for AI-powered marketing?

Feb 09, 2024 - admin.thedrum.com
The article discusses the role of artificial intelligence (AI) in the upcoming Super Bowl LVIII advertisements. While AI is expected to play a significant role, it will mostly be behind the scenes. Google and Microsoft are among the few companies that will directly promote AI-powered products in their ads. Bodyarmor, a sports drink brand, is also featuring AI in its marketing efforts, using AI-generated visuals and script. However, most of the AI's role will be in the creative process behind the ads, such as rendering products or scenery using 3D processors or game engines.

The article also highlights the potential use of AI for "insights generation," analyzing vast amounts of audience data to inform future strategies. However, the use of generative AI in advertising is currently limited due to ongoing legal battles over the nonconsensual use of intellectual property in the training of AI models. As a result, many marketers are hesitant to incorporate AI-generated images or text into their ad campaigns.

Key takeaways:

  • AI is expected to play a significant role in Super Bowl LVIII ads, but mostly behind the scenes in the creative process.
  • Google and Microsoft are among the tech companies that have debuted Super Bowl ads focusing on AI-powered features of their products.
  • Bodyarmor is the only non-tech brand featuring AI in its Super Bowl marketing, with an ad incorporating AI-generated visuals and script.
  • Despite the growing use of AI in advertising, legal and ethical challenges surrounding the technology may limit its adoption in high-profile spots.
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