SUPERB OWL NEWS — The Super Bowl’s best and wackiest AI commercials
It's nothing like 'crypto bowl' in 2022, but AI made a notable splash during the big game.
Microsoft Copilot
During Super Bowl LVIII, Microsoft showcased its AI assistant, Microsoft Copilot. The commercial displayed various people with defiant text overlay, emphasizing their determination to achieve their goals despite what others may say. Copilot was shown generating solutions to different problems, such as creating storyboard images and writing code. However, it should be noted that the actual capabilities of generative AI technology may currently be limited.
Microsoft Copilot, previously known as Bing Chat, relies on large language models from OpenAI to power its AI-assistant technology. This Super Bowl commercial highlighted the potential and aspirations associated with AI, urging viewers to believe in the power of technology to help them overcome challenges and achieve their dreams.
Google Pixel 8 “Guided Frame” feature
Google took a different approach with its Super Bowl commercial by showcasing the accessibility features of its Pixel 8 phone. The commercial introduced the 'Guided Frame' feature, which uses machine vision technology and a computer voice to assist individuals with blindness or low vision in taking photos. The commercial followed the story of Javier, a person with visual impairments, demonstrating how the AI technology aids him in capturing daily moments.
By centering the frame on a face or multiple faces, the Guided Frame feature allows individuals with visual impairments to take high-quality photos. This positive application of AI technology demonstrates its potential to improve the lives of people with disabilities and make daily tasks more accessible.
Despicable Me 4
In contrast to the previous commercials, the Super Bowl ad for Despicable Me 4 took a more comedic approach to AI. The commercial featured two Minions creating AI-generated still images that were intentionally distorted and unusual. The voiceover highlighted the transformative power of artificial intelligence, juxtaposing it with the surreal and humorous visuals created by the Minions.
The Despicable Me 4 commercial showcased a different perspective on AI, emphasizing its capacity to generate unexpected and imaginative content. While the Minions' creations may not accurately reflect the capabilities of AI, it added a touch of humor to the Super Bowl ad lineup.
