OpenAI’s 60-second Super Bowl ad, “You Can Build Things,” emphasizes a person’s lifelong curiosity to create, showcasing the evolution of tools from early computing to modern AI like ChatGPT and Codex. The ad employs symbolic storytelling to highlight how the desire to build has remained constant amid technological advancements. While it successfully positions OpenAI as a serious infrastructure company shaping the future of work and creativity, it sacrifices clarity for ambition. Viewers may struggle to grasp the practical applications of Codex, as the ad does not sufficiently address how the average consumer can utilize these tools. Moreover, while regional ads provided tangible use cases, they were absent from the main broadcast, leaving a disconnect in understanding. In a Super Bowl landscape filled with attention-seeking ads, OpenAI’s lofty approach may indicate its vision for the future of AI, though it risks alienating viewers unfamiliar with its offerings.
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