Drive brand awareness
Meanwhile, cybersecurity company Crowdstrike’s 30-second ad spot, called ‘The Future’ ran during the two-minute warning before half time showcased how it uses AI for security. The brand portrayed its gen AI security analyst Charlotte AI in the ad.
“The Super Bowl is an opportunity to bring the conversation of cybersecurity to a mainstream audience,” CrowdStrike’s chief marketing officer, Jennifer Johnson, told ADWEEK. “The is a core part of how we are driving awareness and demand top of the funnel.”
Elsewhere, brands such as Bodyarmour’s regional Super Bowl commercial tapped into the unnerving and creepy imperfections of AI by using AI-generated artwork in its ad. The Coca-Cola owned sports drink showcased scenarios of athletes with disproportioned body parts and unusual scenarios of shooting football into basketball hoops ultimately drawing out that artificial is not a substitute to for real.
Ultimately, marketers are utilizing gen AI to aid with creating emotionally resonant ads, or to pretest audience reactions to commercials, said Page.
“This shift is indicative of AI’s increasing prominence, seamlessly weaving into the fabric of business, pop culture, and beyond, enhancing the overall Super Bowl experience,” he added.
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