Google’s ad campaign featuring its chatbot, Gemini, during the Olympics received a negative response from viewers. The ad, titled “Dear Sydney,” showcased a father using Gemini to help his daughter write a fan letter to American hurdler and sprinter Sydney McLaughlin-Levrone. However, viewers felt that the ad portrayed artificial intelligence (AI) as a weak substitute for human creativity and parenting. The backlash was so significant that Google decided to phase out the ad from TV rotation.
Google’s initial intent with the ad was to create an authentic story that celebrates Team USA. The company believed that AI could be a valuable tool in enhancing human creativity but maintained that it could never replace it entirely. However, the negative reception highlighted the need for caution when promoting the capabilities of AI. While Gemini is an advanced chatbot that can generate drafts, viewers felt that the ad exaggerated its capabilities and sent the wrong message to parents.
Critics expressed their discontent on various platforms. NPR’s pop-culture podcast host Linda Holmes took to BlueSky to voice her dissatisfaction with the commercial, stating that it was “gross” and “sucked.” A Washington Post columnist shared similar sentiments, expressing a desire to throw a sledgehammer into the television. The negative feedback was not limited to social media; Reddit’s Daddit group also criticized the ad, describing it as “gross” and “inhuman.” Shelly Palmer, a professor of advanced media at Syracuse University’s communications school, argued that the ad undermined the importance of learning to articulate one’s reality and deemed it “criminally negligent.”
Despite the backlash, the ad did receive some positive responses. On Sydney McLaughlin-Levrone’s Instagram account, where the ad was posted a week ago, some users found the commercial touching and expressed their admiration for the young girl’s idol. However, these positive reactions were overshadowed by the overall negative reception, leading Google to remove the ad from its Olympics rotation. It remains available on YouTube, but the comments feature has been disabled to prevent further backlash.
Google’s decision to phase out the ad aligns with an incident involving another tech giant. Apple faced backlash in May for its “Crush” ad, which showcased an industrial crusher destroying various creative objects. The ad aimed to highlight technology’s role in facilitating human creativity but drew outrage due to its destructive nature. Some viewers found the ad disturbing and criticized Apple for devaluing the importance of human creativity.
These incidents highlight the need for tech companies to strike a delicate balance when promoting AI and technology in advertisements. While AI and technology can be powerful tools, it is crucial to avoid inadvertently undermining human creativity and skills. As AI continues to advance, it is essential to educate the public about its capabilities without overselling or misrepresenting its potential.
In conclusion, Google’s attempt to generate excitement through its “Dear Sydney” ad featuring Gemini did not go as planned. The negative response from viewers, coupled with criticisms from experts and influencers, led Google to phase out the ad from TV rotation. This incident serves as a reminder that tech companies must be cautious in their portrayal of AI and technology, ensuring they strike a balance that does not undermine the importance of human creativity and skills.
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