虽然OpenAI的文本到视频AI Sora在构思期间被用于快速原型化想法并被用来探索不同的相机处理，但最终的动画完全由人类艺术家创作。“这是对人类创造力的庆祝，也是对人类创造力的延伸，”Rouch说，并谈到了在最终产品中不使用人工智能生成内容的决定。OpenAI just made its debut during the Super Bowl, launching a 60-second advertisement that compares AI to humanity's greatest innovations.
This advertisement traces the technological evolution of humanity through a unique dotted animation style, transforming abstract dots into iconic symbols of progress—from early tools like fire and the wheel to modern breakthroughs like DNA sequencing and space exploration. It culminates in contemporary AI applications, showcasing ChatGPT handling everyday tasks such as drafting business plans and language tutoring. The cost of airing this advertisement in the first half was approximately 1.4 million dollars.
The advertisement was produced under the leadership of the new Chief Marketing Officer Kate Rouch, who intentionally avoided mentioning AI or superintelligence, which is at the core of OpenAI's mission. Instead, it focuses on practical applications. Rouch told The Verge: "We want this message to resonate with the Super Bowl audience, including the tens of millions who are unfamiliar with AI." He noted that approximately 0.13 billion people should be watching.
While OpenAI's text-to-video AI Sora was used during the concept phase to rapidly prototype ideas and explore different camera processes, the final animation was entirely created by human artists. "This is a celebration of human creativity and an extension of it," Rouch said, discussing the decision not to use AI-generated content in the final product.
This event comes at what OpenAI considers a pivotal moment. "We are at the dawn of the era of intelligence, and you can get involved today," Rouch said, citing a recent blog from CEO Sam Altman. "This could be the most powerful tool we have ever created, and now it's in your pocket."
For OpenAI's Super Bowl moment, the stakes are incredibly high. With increasing competition, the company is seeking a valuation of 300 billion dollars, and this prime-time advertisement aimed at capturing the attention of Americans is intended to help the startup achieve an expected revenue of 11.6 billion dollars this year.
Google also had its own Gemini advertisement during the Super Bowl, which had content similar to OpenAI's, while Meta aired an advertisement showcasing the AI features of its Ray-Ban smart glasses.
OpenAI's advertisement appeared amidst increasing public discussions about the societal impacts of AI. When asked about potential criticism regarding comparing AI to fundamental human innovations like fire and the wheel, Rouch straightforwardly stated: "We fundamentally believe in the transformative power of this technology. This is at the core of everything we do."
