The Kansas City Chiefs beat the San Francisco 49ers 25 to 22 in a thrilling overtime. The Super Bowl, one of the most-watched television events in the United States, is not just about the thrilling football matches. It’s also about the commercials. In 2024, a recurring theme emerged in these high-profile ads: Artificial Intelligence (AI). From Microsoft’s Copilot to Google’s Pixel 8, AI was the star of the show, underscoring its growing influence in our daily lives and its potential to shape the future.
AI in Advertising
Several companies leveraged their precious Super Bowl airtime to showcase their AI capabilities. Microsoft’s commercial promoted its AI assistant, Copilot, demonstrating how it could assist in various tasks, from movie making to studying for a chemistry test.
Google’s Pixel 8 commercial highlighted a new AI ‘Guided Frame’ feature that assists blind or low vision users in taking photos. This ad underscored the potential of AI to make technology more accessible and inclusive.
Even companies not traditionally associated with tech got in on the AI action. Etsy’s commercial showed off its Gift Mode feature, an AI recommendation tool to help users curate gift ideas. BodyArmor’s ‘Field of Fake’ took a jab at AI generations, showing low-quality AI videos while promoting its ‘real sweeteners’ over ‘artificial’ alternatives.
The High Stakes of Super Bowl Advertising
The prominence of AI in Super Bowl commercials underscores the importance companies place on this technology. But it also reflects the significant investment they’re willing to make to promote it. In 2024, a 30-second ad spot during the Super Bowl cost a staggering $7 million. That’s a whopping $233,333 per second.
This high cost underscores the significance of a successful Super Bowl commercial. With over 100 million viewers, the Super Bowl offers a unique opportunity for companies to reach a massive audience. A well-received ad can boost a company’s brand, drive sales, and generate buzz that lasts long after the game ends.
The Impact of AI on the Future
The prevalence of AI in Super Bowl commercials is a testament to its growing influence. AI is no longer a futuristic concept; it’s here, and it’s changing the way we live, work, and even watch football. As AI continues to evolve, we can expect it to play an even more prominent role in our lives – and in Super Bowl commercials.
The 2024 Super Bowl wasn’t just a showdown between two football teams; it was also a showcase for the latest advancements in AI. And if this year’s commercials are any indication, AI is a game-changer, both on and off the field.