As it aims to become a one-stop shop for gifts of all kinds, Etsy is marketing its new Gift Mode tool with a new spot. Airing Sunday during the AFC Championship Game, the 15-second commercial introduces to the masses what Etsy announced on its blog last week.

Gift Mode is a service that uses a blend of generative AI, human curation and machine learning to pick out the perfect present from the over 100 million products on Etsy’s site.

The new spot, created with Etsy’s agency Orchard, features two women who quickly regret not using the new tool in their gifting search. The commercial also introduces a new tagline for the online craft marketplace, “Gift easy with Gift Mode.”

Etsy is already making big changes after reorganizing late last year to be more efficient, a move that included the layoffs of 11% of staff and the exit of former Chief Marketing Officer Ryan Scott.

The new Gift Mode tool, and its incorporation of AI, heralds a new direction for the company. The Brooklyn, New York-based brand plans to run its first Super Bowl ad on Feb. 11.

Etsy will be one of a host of first-time advertisers in the Big Game, a list that also includes Popeyes, motorcycle brand Kawasaki, candy brand Nerds, gambling brand BetMGM and the Foundation to Combat Antisemitism, the group founded by Robert K. Kraft. Makeup brand E.l.f. is also in for a first-time spot following the success of a regional ad last year.