TLDR:
- Google’s AI Olympics ad featuring Gemini AI assistant receives backlash online
- Despite criticism, the ad performs well and scores high with viewers according to ad testing firm System1
Google’s “Dear Sydney” ad features a father using the Gemini AI assistant to write a letter for his daughter to her sporting hero, Sydney McLaughlin-Levrone. While the ad sparked online backlash due to the perceived lack of authenticity in the AI-generated letter, it has performed well overall. The ad received a strong rating of 4.4 from ad testing firm System1, highlighting its potential to drive long-term growth for the brand. The negative emotional responses to the ad mainly occur when the AI assistant is introduced, indicating a split in opinions among viewers.
Despite the criticism, the ad has resonated with many viewers by focusing on characters with agency and vitality, promoting diversity and inclusion, and providing young girls with role models in sports. While some ad experts suggest that Google should have done a better job of reading the room, others believe that the backlash is unwarranted and stems from a fear of change and new technology. Google’s Chief Marketing Officer has defended the ad as a way to showcase technology’s ability to enhance human creativity rather than replace it.
While Google has not provided details on its future plans for the ad campaign, experts suggest that the company could consider clarifying its position on AI and launching related marketing activities. Some propose the idea of installing physical mailboxes where kids could send messages of support to their favorite Olympic athletes, building on the theme of the ad. Overall, the response to Google’s “Dear Sydney” ad highlights the complexities of leveraging AI in advertising and the importance of addressing ethical concerns and public perceptions.