Dialpad, an AI-powered customer intelligence platform, is airing its first Super Bowl commercial in two local markets, featuring 42 AI-themed Easter eggs.

The ad, dubbed “The Good Ai,” will pay homage to pivotal moments in AI’s history in pop culture, such as the HAL computer from “2001: A Space Odyssey,” "The Matrix" and the Roomba vacuum.

Artificial intelligence, specifically generative AI, is having a moment as new platforms like ChatGPT and DALL-E 2 have skyrocketed into mainstream attention. The marketing industry has been quite curious about how the tech can be leveraged and is already testing numerous applications, from idea creation to copywriting. Dialpad, which uses AI to streamline professional tasks like meeting transcriptions, is hoping to draw off this interest through its celebratory spot.

“‘The Good Ai’ captures the world’s fascination with AI and the journey we’ve all been on as it has evolved throughout our lifetimes. And it has now reached the workplace in a bigger way than it ever has before,” said Morgan Norman, chief marketer at Dialpad, in a statement.

The spot, created by Hybrid Productions, will have regional airtime in San Francisco and Seattle markets only. 

It is still unclear how sizable a role AI will play during this year’s Big Game. Avocados From Mexico previously said it would link a QR code in its national Super Bowl spot to ChatGPT, but last week decided to axe those plans.