OpenAI made its Super Bowl debut with a $14 million, 60-second ad that presents AI as a key part of human progress. Using a pointillism-inspired animation style, the commercial illustrates humanity’s technological journey, from early discoveries like fire and the wheel to modern achievements like space exploration and DNA sequencing.
The ad concludes by showcasing ChatGPT’s practical applications, such as assisting with business plans and language learning, positioning AI as an essential everyday tool. Created under new CMO Kate Rouch, the ad avoids discussions on artificial general intelligence (AGI) or superintelligence, instead focusing on AI’s real-world benefits.
With an audience of approximately 130 million viewers, OpenAI aimed to introduce AI to those unfamiliar with the technology. While OpenAI’s text-to-video AI tool, Sora, helped conceptualize the ad, the final animation was crafted entirely by human artists, reinforcing the message that AI enhances, rather than replaces, human creativity.
Rouch describes the campaign as a celebration of the intelligence age, echoing CEO Sam Altman’s vision of AI as one of the most powerful tools ever created.
This high-stakes marketing move comes as OpenAI faces increasing competition and seeks a $300 billion valuation, with revenue projections of $11.6 billion this year. The ad follows Google’s recent AI ad controversy, where a commercial featuring an AI-generated letter sparked backlash.
Learning from that, OpenAI emphasized authenticity in its messaging. Meanwhile, Google and Meta also aired AI-focused Super Bowl ads, showcasing their own advancements in the field.
OpenAI’s ad arrives amid ongoing debates about AI’s societal impact. Addressing concerns about comparing AI to foundational human inventions, Rouch reaffirmed the company’s belief in AI’s transformative potential, underscoring its role in shaping the future.
