The AI Wars Ignite In Super Bowl Advertising

The first AI wars …

Source: YouTube

For decades, we watched the cola wars wage on and it's been a fascinating spectator sport. Coke vs. Pepsi. It's a battle for consumer loyalty that has played out in people's hearts and wallets, on the store shelf, in food service locations, and in the marketing arena. The cola wars have defined how a competitive category behaves. Other categories have followed suit: toothpaste, pizza, pain relievers, even hotels.

This year at the Super Bowl, however, we witnessed something completely new: the first AI wars.

A year ago, ChatGPT ran one modest spot with the first AI brand to advertise on the Super Bowl stage. While I heralded its entrance in a blog post, barely anyone noticed. We didn't know what to do with AI yet because it was still too theoretical.

Already seems so outdated, right?!?

Fast forward twelve months and everything has changed. AI is getting embedded into our work and personal lives. We can't stop talking about it because we're using it every day and it's adding real value. But this year’s Super Bowl? There weren't just one or two AI spots, there was an avalanche with all of them trying to outdo each other. Each brand fighting to be the winner and each trying to stake a claim.

It was a new version of the cola wars coming to life in real time, play by play. This time in the AI category.

Let’s take a look …

Claude from Anthropic positioned itself as ad-free with no interruptions while you work and no distractions steering you in another direction. The functional benefit is clear: focus and concentration to help you achieve your goals.

Google Gemini showcased itself as your personal assistant. Always there and always helpful and always understanding what you need. Doesn't everyone want a PA?

Wix Harmony went after small business owners. AI as the democratizer to help you create killer websites to match your killer vision. "The New Way to Create."

Finally, we saw Codex OpenAI draw upon the visionary and entrepreneurial spirit, attracting those who like to build and invent. “You Can Just Build Things.”

What's fascinating is that we just witnessed a mega-milestone in the marketing of AI: AI companies aren't selling us a tool anymore. They're selling us a brand and a promise. And consumers will not choose which is best but which is the best fit.

The birth of a highly competitive category.

Twelve months ago, AI was still finding its footing. Now, AI brands are fighting in the biggest marketing arena in the world. They're differentiating. They're positioning. They're becoming household names.

The cola wars have been going on for decades. How long will the AI wars last?

What's your experience? JIM