🤖 AI Summary
**要点まとめ（日本語）**
- **「AI初」のスーパーボウル**
今年のスーパーボウルでは、AI企業の広告が目立つが、消費者は「AI広告に対してほとんど否定的」と答えている。ワシントン・ポストによれば、AI企業は昨年だけで約17億ドルを広告費に投じ、今年もその規模は拡大する見込みだ。
- **過去のバブルと広告の類似点**
* 2022年の暗号通貨バブルは、スーパーボウル広告で大々的に宣伝された後、同年末に崩壊。
* 2000年のドットコムバブルは、Pets.com などのウェブ企業が同様に大量の広告を出したが、ほとんどが破綻。
* 2000年代前半のサブプライム危機でも、住宅ローン会社がスーパーボウルに露出し、後に倒産した。
これらの例は、「業界が盛り上がりすぎた時に広告が過剰になる」パターンを示す。
- **現在のAI業界のリスク**
- 大手企業同士が巨額の資金を相互に投入し、株価や売上予測が相互依存している。
- 必要なインフラ整備は規制や技術的抵抗に直面し、投資リスクは過去最高水準。
- それでもスーパーボウルへの多額投資は続くが、過去の事例が示すように「広告だけでイメージを変えることはできない」と指摘されている。
- **世論と広告の乖離**
Meta の広告は地方の雇用創出を強調し、政治家へのアピールを狙うが、一般市民はAIが「自分や社会にとって良いか」について懐疑的。ブランド戦略家のアレン・アダムソンは、「マーケティングが製品へのネガティブな感情を払拭できるか？」という問いに、歴史上の答えは「ノー」だと述べている。
**結論**
スーパーボウルでのAI広告の急増は、業界の過熱感と投資熱の象徴だが、消費者の不安感や過去のバブル崩壊例を踏まえると、これが「次なるバブル崩壊」の前兆である可能性が指摘されている。広告だけで信頼回復は難しく、実体的な価値創出と規制対応が求められる。
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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