In an atmosphere where every second of advertising counts as a strategic breakthrough, Super Bowl 2024 promises to plunge us into a new era, that of artificial intelligence, leaving cryptocurrencies behind. This shift marks not only the evolution of the general public’s interests, but also that of the marketing strategies of major corporations.
The game changer: from crypto to AI
According to information relayed by CNN on February 2, this year’s Super Bowl show is unlikely to feature cryptocurrency-related ads. Paul Hardart, professor of marketing at New York University’s Stern School of Business, points to a “notable shift” in the nature of advertising, particularly technology-related advertising. With a global context fraught with uncertainty, advertisers are now favoring ads focused on entertainment, humor and fun, in keeping with the exhilarating spirit of the Super Bowl.
The rise and fall of crypto advertising
The Super Bowl in February 2022 had been a real peak for cryptocurrency-related advertising, riding the wave of Bitcoin’s all-time high in November 2021. Despite a drop in its price in February, major players such as FTX, Coinbase, Crypto.com and eToro had seized the opportunity to air their commercials. However, this trend died out as quickly as it began. In 2023, no crypto spots lit up the Super Bowl screens, following FTX’s dramatic collapse a few months earlier.
AI takes over
Despite a predicted decline in AI advertising, Etsy and Google have decided to defy the odds by planning ads focused on artificial intelligence. Etsy is highlighting its Gift Mode, an innovation combining AI and human curation for automatic gift selection. Google, meanwhile, wants to promote the AI accessibility features of its Pixel phone, aimed at visually impaired and blind users, opting for a narrative approach with no explicit mention of AI.
Conclusion: Is the age of AI upon us?
While cryptocurrency seems to be taking a backseat in the Super Bowl advertising landscape, artificial intelligence is asserting itself as the new playground for tech giants. This transition to AI, highlighted by the presence of Google and Etsy, illustrates a paradigm shift in communications strategies and audience interests. It remains to be seen how this new deal will influence future advertising trends, and whether Artificial Intelligence will succeed in captivating the Super Bowl audience as much as cryptocurrency did in its day.
In this evolving context, the Super Bowl continues to position itself as a mirror of the trends and technologies shaping our society, offering an unrivalled platform for brands wishing to make their mark on a large scale.
