AI Monsters, Imaginary Images Infiltrate Super Bowl LVIII Ads

When Etsy’s internal research showed 71% of Americans admit to feeling anxious about giving gifts, the company developed a tool it calls Gift Mode, which debuted Jan. 24.

Visitors to the site in search of a gift can key in search terms such as the name of the occasion and the personal interests of the recipient.

The technology will make suggestions for items to purchase. It is supported by machine learning (ML) artificial intelligence (AI) and OpenAI’s ChatGPT 4.

Influencers on YouTube began talking it up last week, but the tool officially launched during Super Bowl LVIII in an ad.



The hope is that with help from AI, consumers will think of Etsy as a destination that helps them find gifts.

Cybersecurity company CrowdStrike traveled to the Old West in an ad showcasing how it uses AI for security. When strange robots looking like they were out of Star Wars try to attack the town, one woman yells “the adversaries are back” and, armed with CrowdStrike's AI-powered cybersecurity, shuts them down.

One Super Bowl ad used AI to poke fun of the concept with fake creatures and humans. BodyArmor, the Coca-Cola-owned sports drink, used AI-related lines such as "artificial flavor optimized for victory times" and “BodyArmor knows there should be nothing artificial, because there’s no substitute for real.”

The vision impaired can now take photos with a new Google feature called Guided Frame for its Pixel 8 smartphone, using Google AI to alert them about when and how many faces are in the frame. Director Adam Morse, who is blind, is accompanied with a voiceover by blind singer-songwriter/musician Stevie Wonder explaining the feature in Google's Super Bowl ad.

Microsoft took a similar approach to Etsy in its first Super Bowl ad, Watch Me, in several years. This week it is celebrating its one-year anniversary since its entry into AI-powered experiences with Bing Chat, now Microsoft Pilot.

OpenAI GPT-4 is one technology powering Microsoft Pilot. In Microsoft’s ad, the theme explored “Watch Me” -- meaning never say never and anything is possible. With AI, ideas become actions, and the impossible becomes possible.

Snap was Microsoft’s first partner to use its Chat Ads API, integrating ads into its consumer chatbot, My AI. This chatbot is one of the largest that drives significant global traffic from mobile devices, according to the company.

Through this integration, Microsoft says it has seen significant growth in mobile click volume and conversion rates across various verticals. In the Travel vertical, for example, Microsoft has seen mobile click growth in the double digits year-over-year (YoY).

In the technology and telecommunications vertical, Snapchat Ads provided a median daily incremental mobile click volume of 7.8% and a median daily incremental mobile conversion volume of 12.5%.

In the financial services vertical, Snapchat Ads provided a median daily incremental mobile click volume of 3.9% and a median daily incremental mobile conversion volume of 10.1%.

A new partnership with Facemoji Keyboard, a keyboard for content creation with in-app resources, generated support for our advertisers. Half of the new users are drawn to Facemoji’s smart AI features, using them to refine messages, make custom stickers, and turn text into meme images.

Twenty-eight percent of Facemoji’s new users interacting with Ask AI explore trendy ways to express themselves. Ads through the company are available in the U.S., United Kingdom, Canada, and Australia. With 550 million global downloads of the growing mobile-first Facemoji Keyboard, having coverage in these markets.

With 70% of users under the age of 40 and 40% of the audience ages 18 to 24, the company can easily engage with the Gen Z audience.







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