Rethinking AI in Advertising: The Missed Opportunity in the Gemini Olympics Ad

The recent Gemini ad that aired during the Paris Olympics has sparked significant discussion, and I find myself agreeing with some of the criticisms it has received. The ad, which portrays AI assisting a father in writing a letter for his daughter, left many with the impression that AI was replacing the father’s role in an intimate and personal task.

In a recent interview with The Wall Street Journal, Google’s Android chief Rick Osterloh defended the company’s decision, stating, “Clearly the market isn’t fully ready to embrace all the changes that come with AI.” I believe this is a very unfortunate way to respond to the criticism.

Shifting the responsibility to the audience, implying they are “not ready” or didn’t understand the message, misses the point entirely and is never a good idea. It’s not about the market being ready—it’s about understanding the deeply personal nature of the relationship the ad depicted and how AI was framed in that context.

Instead of taking responsibility for the misstep, this response seems to place the blame on the audience, which only further alienates those who felt uncomfortable with the ad’s message.

Rick further insisted that AI technology is now so powerful that it would allow Sydney McLaughlin’s daughter to write several appreciation emails or even produce different kinds of content, like an essay or a poem. But again, this misses the essence of the ad’s intended message. The purpose of this communication campaign was to enhance the emotional bond between father and daughter in the context of sports, ideally with the thoughtful integration of AI – not to promote the “text writing” capability of Gemini, as though it were the only “understandable” and easy-to-grasp feature for the audience.

Moreover, it’s important to consider the broader implications of the ad’s portrayal. The fact that only Black people are represented in the ad could be misinterpreted as suggesting that they are “not educated” and need help with writing because they are not capable themselves. This kind of messaging is not only misguided but potentially harmful.

Instead of focusing on AI’s ability to write text, the campaign could have shown how AI can genuinely support and strengthen relationships, particularly in the context of a father-daughter bond in sports. For instance:

• Performance Analytics: AI could have been depicted helping Sydney McLaughlin analyze her race performance, offering insights to refine her technique and improve her times.
• Personalized Training Plans: The ad could have shown AI assisting her coach in creating a personalized training regimen tailored to her unique strengths, weaknesses, and goals.
• Mental Preparation: AI could also play a role in mental conditioning, offering meditative guides or visualization exercises to help Sydney maintain her focus under pressure.
• Injury Prevention and Recovery: An AI could have been portrayed helping her monitor her health and recovery, ensuring she stays in peak condition throughout her training.

These examples would have demonstrated AI’s capability to augment human connections and enrich shared experiences, rather than replacing personal moments or perpetuating stereotypes.

As we continue to explore the boundaries of AI, it’s crucial to strike the right balance and ensure that we’re enhancing human connections, not diminishing them. And when feedback comes, let’s be open to it—acknowledging the need for better messaging and deeper understanding, rather than attributing it to a market not being ready.