The way AI will be marketed to a skeptical public is becoming increasingly evident.

• During the Super Bowl, advertisements featuring AI technology were showcased by companies such as Microsoft, Google, Etsy, and Crowdstrike.
• The American public is generally skeptical about artificial intelligence, but companies promoting it are trying to make it seem more human-like.
• One advertising CEO stated that AI's presence in Super Bowl ads represents "embryonic early steps," but soon it will become as widespread as mobile, internet, or electricity.

AI companies face challenges in convincing customers that their products won't limit their independent thinking. A few companies seized the opportunity during the Super Bowl to shift the narrative. With a $7 million investment for a 30-second spot, they reached 123 million live viewers and generated significant media coverage. Despite the predictions of tech enthusiasts, the majority of the public remains skeptical about the future of artificial intelligence. A recent Pew Research Study found that 52% of Americans are more concerned than excited about the growth of AI, while only 10% are more excited than concerned. The release of Chat GPT was met with awe at its ability to write essays and scripts based on dialogue from favorite shows. However, as stories about AI replacing jobs and the need for regulation emerge, this perception is changing.

Deacon Webster, co-founder and chief creative officer of advertising agency Walrus, expressed a sense of wonder and awe, but then added a negative sentiment, saying, "And then there was a feeling like, 'Oh my God, none of us knowledge workers are going to have jobs.'"

The first step in accomplishing an image revamp was taken by AI on Sunday, as many winners and losers among the messages attempted by brands in the big Super Bowl advertising bets were revealed.

According to Webster, the Super Bowl serves as the final large gathering, offering an opportunity to showcase brand messaging to a massive audience. Despite the prevalence of one-on-one advertising, there is a unique appeal to a shared experience.

Microsoft's Super Bowl ad showcases individuals overcoming obstacles, including starting a business and obtaining a college degree. While their determination and resourcefulness played a role, they also received assistance from Copilot, Microsoft's "everyday AI companion." Divya Kumar, Microsoft's GM of search and AI marketing, explained that there is some hesitation when it comes to using new technology, but that Copilot is an accessible, relevant, and simple tool that can be easily utilized. AI search has been available for over 20 years, and Microsoft aims to bridge the gap between early adopters and mainstream consumers.

Early adopters of Microsoft's latest AI technology are expressing skepticism, particularly regarding its pricing, according to a Wall Street Journal report on Tuesday. The report highlighted how the AI-powered Gift Mode could assist in finding the ideal present for France. Additionally, Pixel's commercial emphasized how its tools could aid visually impaired individuals in taking photographs. Lastly, a Western cyberpunk-themed commercial showcased how AI tools could help combat cyberattacks.

Gaurav Misra, CEO of AI-powered video creation software Captions.Creations, emphasized the importance of companies being able to pitch their positive angle to people regarding the impact of their technology. He stated that the advertising aspect provides an opportunity for companies to showcase how their product can create a positive impact on humanity. Misra also highlighted the benefits of the technology, such as connecting people across different languages and cultures. He said, "You can speak in English, and it'll make it look like you're speaking French or German or something else, right?" Microsoft's Kumar highlighted the Super Bowl as the biggest stage to get their humanizing message across. The company timed their ad campaign to coincide with a full user interface redesign of Copilot, which made it easier for users to see the prompts and provided more visual examples. The ad used real-life examples from customers to create a more relatable and effective message. Kumar also emphasized the learning experience that the ad provided, stating that it was a great way for the company to reach an audience that might not be fully aware of Copilot's capabilities and learn from that experience for future marketing efforts.

Microsoft has recently expanded access of Copilot to the small business community and launched a new premium subscription for individuals. David Jones, the founder and CEO of The Brandtech Group, stated that the Super Bowl showcased the first attempt to make people understand that AI will change every aspect of our lives by doing everything better, faster, and cheaper. Jones believes that AI will become as pervasive as mobile or the internet or electricity, and that it will revolutionize the way we live and work.