Marketers have been testing generative AI this year with a fervor bordering on obsession. And while the tech, in its current form, might be too risky for most to take to a national, multi-million-dollar Super Bowl ad, creatives are still finding ways to unite AI with Big Game advertising.
Email marketing platform Mailchimp is refraining from an official TV commercial, and will instead be live-tweeting the game using generative AI. The content, powered by the same technology behind ChatGPT, will offer play-by-play highlights in real time, as well as commentary on commercials and the halftime show. It will also serve reactions to social media tags and mentions by fans.
“We’ve already been using AI in our product for two years, so this effort is basically a fun product demo,” said Jeremy Jones, group creative director of advertising at Mailchimp. The tweets will seek to demonstrate the advanced content that Mailchimp’s AI is capable of producing, such as a celebration of a Chiefs touchdown in the style of Shakespeare.