The Super Bowl LIX commercials showcased a new theme this year: artificial intelligence. Big tech companies used the massive viewership of the game to spotlight their AI innovations. OpenAI, the startup behind ChatGPT, made its Super Bowl debut with a minimalist commercial featuring pointillism.
The ad aligned ChatGPT with humanity’s significant achievements, like the moon landing, and ended with the question, “What do you want to create next?” This prime first-half spot cost roughly $14 million. Google showcased its Gemini AI assistant in two ads. In one, running approximately two minutes and five seconds, the AI helps a father prepare for a job interview.
Another 30-second spot aimed to highlight how Gemini AI could assist small business owners. The total spend for both ads amounted to $41.36 million. Web domain leader GoDaddy employed a classic Super Bowl ad strategy by featuring actor Walton Goggins in high-stakes situations.
Electrifying halftime with Kendrick Lamar
In the one-minute video, Goggins reveals at the end how GoDaddy’s AI platform simplifies technical tasks for small business owners. This ad cost approximately $8 million.
Meta Platforms used celebrities Chris Hemsworth and Chris Pratt in a humorous 30-second ad to promote its newest AI offering. The storyline involved them using the Meta AI classes after accidentally destroying a piece of art, emphasizing the useful aspects of the device for navigating public spaces. This commercial also cost around $8 million.
Tech commentator Lance Ulanoff highlighted the contrasting approaches between Google and OpenAI’s ads, suggesting that Google’s understanding of consumers could ultimately make its Gemini AI the winner in the AI race. At 200 million viewers, Super Bowl spots cost less than a nickel per viewer, making it more economical than many other sports events. Companies paid roughly $8 million for 30 seconds of airtime, although these figures do not include production costs, which are likely varied and substantial.
The Super Bowl LIX commercials marked a shift in advertising, with big tech companies using the platform to deliver important messages about their AI innovations to Americans.
