OpenAI opted against utilizing AI in crafting its Super Bowl advertisement focusing on AI itself.
OpenAI, the force behind ChatGPT, recently dropped a jaw-dropping $14-million Super Bowl ad, praising AI technology and positioning it as a game-changer in human history. Surprisingly, none of the content visible in the 60-second spot was actually generated by AI.
OpenAI indeed utilized its text-to-video AI model Sora during the idea phase of the ad, but the actual animation was crafted entirely by talented humans. As OpenAI's Chief Marketing Officer Kate Rouch explained to The Verge, this ad serves as a tribute to human creativity, with AI acting as an extension.
The commercial boasts a sleek aesthetic, which I can only describe as digital minimalism. The journey through human progress, shown from the discovery of fire to the moon landing, ultimately concludes at the internet and, of course, ChatGPT. This promo also leaves no doubt that AI has a significant role in our present and future.
It's not surprising that OpenAI opted for human touch to create the final ad. Although AI generative technology is rapidly advancing, there are still noticeable quirks, especially in video and animation. These oddities can be found in minor details such as jerky motions, psychedelic-like textures, and strange visual anomalies. Just take a look at the now-infamous AI-generated deepfake of French President Emmanuel Macron.
OpenAI's Chief Executive Officer, Sam Altman, published a blog post coinciding with the ad's debut, predicting the exponential growth of AI in the future due to significant decreases in costs. He argued that AI would drastically improve the living conditions of humans, but equitable distribution of these benefits might need some innovative human solutions.
The Super Bowl was blanketed in AI-themed advertising this year. Google launched an AI-focused Super Bowl campaign centered around its Gemini model, emphasizing how it could aid small businesses. Unfortunately, the campaign backfired due to an incorrect data point shared by Gemini itself. The advertising statistic assuming Gouda cheese was one of the world's most consumed cheeses drew criticism and correction.
AI was undeniably in the spotlight during the Super Bowl this year.
The use of OpenAI's Sora for ideation in the Super Bowl ad demonstrates the role of innovation in AI technology, especially in the realms of text-to-video conversion. Recognizing the limitations of AI in video animation, OpenAI chose to rely on human creators, showcasing the continuum between AI and the consumer's appreciation for human creativity and innovation in tech.
