In the latest Super Bowl, OpenAI officially debuted with a compelling 60-second ad, demonstrating the vision of artificial intelligence developing side by side with great innovations in human history. This ad adopts a unique dot color style, presenting the evolution of human technology through vivid animations. From early tools like the original fire and wheels to modern DNA sequencing and space exploration, advertising visually breaks the norm and brings a refreshing experience to the audience.
In the final section of the ad, OpenAI shows how modern artificial intelligence technologies such as ChatGPT can work in everyday life, such as writing business plans and providing language coaching. This creative presentation aims to enable the majority of Super Bowl audiences to intuitively understand the practical applications of artificial intelligence.
It is reported that the advertisement costs as much as $14 million, and it is chosen to be played in the first half of the game to maximize the audience's coverage. The new chief marketing officer Kate Rouch said the content of the ad deliberately avoids terms such as AGI (general artificial intelligence) and super intelligence, with the core purpose of which is to let ordinary viewers feel the actual value of AI. She mentioned that the Super Bowl audience is expected to reach 130 million, and many of them don’t know much about AI, so they hope that the ads will resonate with them.
During the creative process of advertising, OpenAI's text-to-video AI tool Sora was used to initially conceive and explore different lens processing, while the final animation was done entirely by human artists. Roach emphasized that this is not only a celebration of human creativity, but also reflects artificial intelligence as an extension of human creativity.
The release of this ad is at a critical moment in the development of OpenAI. The company hopes to attract public attention with the high exposure of the Super Bowl to support its future strategic goals, including striving to reach a valuation of $300 billion and annual revenue of $11.6 billion. Especially after Google's recent ad failure, OpenAI is under greater pressure. Roach pointed out that the entire industry is learning and emphasizes that "authenticity is very important."
Meanwhile, Google and Meta launched their own AI ads during the Super Bowl, further sparking heated public discussion on the impact of artificial intelligence in society.