🤖 AI Summary
2024年のスーパーボウルは「AIスーパーボウル」と呼ばれるほど、AI企業の広告が目立ちました。ワシントン・ポストによれば、昨年だけでAI関連広告に17億ドル以上が投じられ、今年はさらに規模が拡大しています。しかし世論調査では、アメリカ国民の多くがAI広告に対して否定的で、AI自体が自分や社会にとって有益か疑問視しています。
スラテは、過去のスーパーボウルが暗号通貨（2022年）やサブプライム住宅ローン、ドットコムバブルといった経済バブルの先行指標となった例を挙げ、今回のAI広告の大量投入も同様に「バブル崩壊」の前触れではないかと警鐘を鳴らしています。業界は大手同士が巨額の資金をやり取りし、インフラ投資もリスクが高まっているにも関わらず、依然としてスーパーボウルへの巨額出稿を続けています。
メタの広告は地方の雇用創出を訴えて政策担当者に働きかけようとしていますが、同紙は「アメリカ人が好まない未来像」を売り込んでいると指摘。マーケティングの専門家は「広告で悪いイメージを覆すことは不可能」と結論付けています。
要するに、AI企業のスーパーボウル広告ブームは消費者の不信感と業界の過熱が同居する状態であり、過去のバブル崩壊と同様に注意が必要だという指摘が本文の中心です。
It's the first "AI" Super Bowl, argues the tech/business writer at Slate, with AI company advertisements taking center stage, even while consumers insist to surveyors that they're "mostly negative" about AI-generated ads.
Last year AI companies spent over $1.7 billion on AI-related ads, notes the Washington Post, adding the blitz this year will be "inescapable" — even while surveys show Americans "doubt the technology is good for them or the world..."
Slate wonders if that means history will repeat itself...
The sheer saturation of new A.I. gambits, added to the mismatch with consumer priorities, gives this year's NFL showcase the sector-specific recession-indicator vibes that have defined Super Bowls of the past. 2022 was a pride-cometh-before-the-fall event for the cryptocurrency bubble, which collapsed in such spectacular fashion later that year — thanks largely to Super Bowl ad client Sam Bankman-Fried — that none of its major brands have ever returned to the broadcast. (... the coins themselves are once again crashing, hard.) Mortgage lender Ameriquest was as conspicuous a presence in the mid-2000s Super Bowls as it was an absence in the later aughts, having folded in 2007 when the risky subprime loans it specialized in helped kick off the financial crisis. And then there were all those bowl-game commercials for websites like Pets.com and Computer.com in 2000, when the dot-com rush brought attention to a slew of digital startups that went bust with the bubble.
Does this Super Bowl's record-breaking A.I. ad splurge also portend a coming pop? Look at the business environment: The biggest names in the industry are swapping unimaginable stacks of cash exclusively with one another. One firm's stock price depends on another firm's projections, which depend on another contractor's successes. Necessary infrastructure is meeting resistance, and all-around investment in these projects is riskier than ever. And yet, the sector is still willing to break the bank for the Super Bowl — even though, time and again, we've already seen how this particular game plays out.
People are using AI apps. And Meta has aired an ad where a man in rural New Mexico "says he landed a good job in his hometown at a Meta data center," notes the Washington Post. "It's interspersed with scenes from a rodeo and other folksy tropes, in one of . The TV commercial (and a similar one set in Iowa), aired in Washington, D.C., and a handful of other communities, suggesting it's aimed at convincing U.S. elected officials that AI brings job opportunities.
But the Post argues the AI industry "is selling a vision of the future that Americans don't like." And they offer cite Allen Adamson, a brand strategist and co-founder of marketing firm Metaforce, who says the perennial question about advertising is whether it can fix bad vibes about a product.
"The answer since the dawn of marketing and advertising is no."
Read more of this story at Slashdot.
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