Super Bowl LVIII Commercials: Could the NFL Bank on AI to Create Viral Ad Scripts in the Future?

The NFL is gearing up for its most exciting event in February, Super Bowl LVIII. Out of the 32 teams, after a cutthroat regular-season competition, two teams made it to the top in the AFC and NFC. While these teams prepare for the big stage, is the NFL equally prepared with its commercials?

The Kansas City Chiefs and the San Francisco 49ers are going to battle against each other in a rematch of the Super Bowl 2020. With the start of the game, the commercials will also share the window panel as it is the biggest annual advertising event that happens every year. However, this year, commercials are directed toward technology. So, is it true the NFL will rely on AI in the future to create commercials for them, amid several instances occurring this time?

Will AI shape the Super Bowl LVIII commercials?

To find out the answer to this question, we have to dive deeper into some instances that researchers did recently. There is no doubt that AI is rapidly rising in popularity. Moreover, it is also revolutionizing the sports industry, including the NFL. The league plans to enhance the fan experience by integrating live game data with live broadcasts in real time. This involves collaborating with advanced technology partners and utilizing various data sources. So, will they also plan to use AI for the commercials?

Researchers analyzed some examples and asked ChatGPT, the popular AI program, to write a few Super Bowl commercials after giving it different instructions for each ad. For one commercial, they instructed the tool to write a generic beer ad for the Super Bowl commercials. The script returned was set in a tavern, where friends discuss the Super Bowl and beer. The characters in the script describe the beer as a perfect combination for the Super Bowl, calling it crisp, refreshing, and easy to drink. In the second instance, the website was asked to generate an ad on the newest Lexus SUV, and the script that returned featured the prominent cast members of “Succession,” explaining the car’s features with a contrived pitch for the car.

However, although all these commercials were prompt, they lacked authenticity and were too generic, providing a combination of ads from the respective categories. According to analysts’ research, the NFL will likely not bank on AI for its Super Bowl commercials in the near future.

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Furthermore, even if ChatGPT had the creative capability to handle the demands of a Super Bowl advertisement, legal challenges would hinder most advertisers from depending on the technology. According to reports, there are uncertainties related to copyrights and licensing as AI models undergo training using a vast amount of protected information from the Internet. Hence, using AI to write Super Bowl commercials might not favor the league.

What’s the condition of this year’s Super Bowl commercials?

Last year’s Super Bowl featured around 70 ads in 40 minutes, each costing $7 million for a 30-second spot. These ads showcase a tech-centric future with AI, ranging from concepts like “achieving The Singularity with Adam Driver clones to a cat hilariously erasing dogs with Google’s Magic Eraser.” Brands showed last year that they had embraced a shiny tech future embellished with AI.

However, this year’s ads suggest a shift from the AI trend. Brands like Volkswagen are focusing on their history rather than ChatGPT trends, and major companies like Google and Amazon haven’t announced AI-centric ads. According to Forbes, “Apartments.com, Budweiser, Doritos, State Farm, Squarespace, United Airlines” ads will have humorous features planned. But only Etsy might have somewhat of an AI-related theme.

The Super Bowl game will kick off on February 11 at 6:30 p.m. at Allegiant Stadium.

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