AI ads at the Super Bowl: Google vs OpenAI

Two Very Different Approaches

A friend of mine sent me a message the other day, all it said was:

“Love this…”

Attached was a link to a piece by Techradar, discussing the two companies’ ads and criticising OpenAI’s ad, arguing that it was too abstract and failed to communicate what ChatGPT actually does. It was an interesting take, but I wasn’t sure I agreed.

This year’s Super Bowl ads gave us more than just big-budget entertainment. They gave us a glimpse into how two of the biggest players in AI, Google and OpenAI, want us to see the future of artificial intelligence. Both companies ran high-profile ads, but their approaches couldn’t have been more different.

After reading the rest of the article it was clear they were arguing that OpenAI “dropped the ball” with its ad, suggesting that it was too abstract and didn’t make sense at all to the point of missing its mark to ‘hook’ the audience in the first 10 seconds. While I see where the author is coming from, I don’t entirely agree. Yes, OpenAI’s ad was more conceptual than Google’s, and it definitely took longer than 10 seconds, but the message was clear: AI is the next step in the evolution of technology, and they are here for it!

Google’s “Dream Job” views AI as a Practical Assistant

Google’s ad for Gemini Live and Pixel phones (double win there!) was all about AI as an everyday tool. It followed a father preparing for a job interview, using Gemini to refine his CV, practise interview questions, and research the company. The message was clear: AI isn’t some abstract, futuristic concept, in fact, it’s here to help you right now in practical, real-life situations.

This was a smart move. Many people still feel uncertain about AI, so showing it as a helpful, user-friendly tool makes it far more approachable. Google is positioning Gemini, and in a sense pixel as its hardware extension, as a seamless assistant that can slot into daily life, rather than something intimidating or disruptive. It’s a positive view of the future, away from the scary ‘AI will take your job and run everything’ narrative often heard as a result of Moral Panic.

OpenAI’s “The Intelligence Age”; A More Abstract Vision

OpenAI, on the other hand, took a very different route. Their first-ever Super Bowl ad (at a reported cost of $14 million) was an abstract, black-and-white animation using pointillism-style visuals to illustrate the evolution of technology leading up to AI. There was no voiceover, just imagery and music, leaving viewers to interpret it themselves.

The article I read argued that this was a mistake. Their argument was that OpenAI should have been clearer about what ChatGPT actually does. But I’d argue that their intention wasn’t to explain ChatGPT’s features; it was to position OpenAI as a company leading the next major leap in technology. The ad made a bold statement: AI isn’t just another tool – it’s the next chapter in human progress. I love how the ad showed human evolution, innovation and ingenuity. It begins with cells splitting and evolving. We see cave men hunting and discovering fire. The wheel is invented and hunter gatherers become farmers and settle. All the while the pixels get smaller and the image clearer, as a techy geek, I love this reference. After this, we see references to human exploration, the space race all accumulating in scientific and technological advances. We even heard the all too familiar and famous modem sounds, connecting to the internet for the first time. (If you were born after 2000, maybe find someone ‘old’ to ask about this)

Two Different Strategies; But Which One Works?

Google’s approach is clear, relatable, and practical. It tells a story people can immediately connect with, making AI feel like a useful addition to their daily lives. OpenAI’s ad, while visually interesting, is more abstract and conceptual, which might not land as well with a mainstream audience. You could almost simplify it by saying; “One is for the masses, the other for the tech crowd.”

That said, I don’t think OpenAI’s ad was a failure. It served a different purpose, not to sell ChatGPT directly, but to shape how people think about AI as a whole. While Google focused on today, OpenAI was looking ahead to the future.

The Bigger Picture; AI, Humanity, and Our Role in the Digital World

These two ads highlight the different ways AI companies are trying to shape public perception. Google is focused on making AI practical and accessible, while OpenAI wants to position itself as a pioneer of a new era, akin to the discovery of electricity and invention of the internet. Both approaches have their merits, but they also raise a bigger question: How do we want AI to fit into our lives?

AI is evolving at an incredible pace, and with that comes a temptation to chase the latest advancements just for the sake of innovation. But in this rush towards the future, we can’t lose sight of the human element. Technology should enhance our experiences, not replace them.

We’ve seen time and again that the most successful innovations are the ones that keep people at the centre. The best AI tools don’t just automate tasks; they help us connect, create, and make better decisions. Whether it’s Google’s practical assistant or OpenAI’s vision of the future, AI should ultimately serve us, not the other way around.

This is why “human in the loop” thinking is so important. AI should work alongside people, supporting rather than replacing our skills. A great digital experience isn’t just about having the smartest chatbot or the most powerful model. It alsi why the Google ad is so much more relatable, it’s about how those tools fit into human workflows, interactions, and emotions.

So while these Super Bowl ads give us different views of AI’s potential, the real conversation should be about balance. We don’t just need AI that’s powerful, we need AI that respects and amplifies human intelligence, rather than diminishing it.

What do you think? Should AI companies focus on making AI feel more human and useful in everyday life, or is it more important to push the boundaries of what’s possible?