OpenAI made its return to the Super Bowl, this time promoting its agent coding product, Codex, during the ad “You Can Build Things.” Unlike last year’s emphasis on groundbreaking AI innovation, the ad focused on a personal journey of exploration in science and coding, showcasing Codex as a creative tool. While praised for its high production quality and engaging visuals, expert opinions varied. Pat Laughlin highlighted the effective craft and compelling closing thought that positioned Codex as a means to create. Sylvain Tron noted the ad’s manifesto-like quality, suggesting it missed a chance for more ambitious creativity, while grounding the message in tangible benefits of Codex. In contrast, Debra Aho Williamson found the ad lacking in impact, as it failed to capture the attention of viewers. Overall, while the advertisement promoted Codex’s potential, its effectiveness in engaging the audience generated mixed reviews.
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