Google’s recent Olympics-themed AI advertisement has stirred significant controversy, drawing criticism for its perceived insensitivity and misalignment with genuine human experiences.
The ad, which aired during the Olympics broadcast, showcases Google’s AI assistant, Gemini, assisting a young girl in writing a fan letter to her idol, Olympic track star Sydney McLaughlin-Levrone. The father’s voiceover narrates the girl’s admiration for McLaughlin-Levrone and her dream of one day breaking the athlete’s world record, while triumphant music plays in the background.
The ad highlights Gemini’s role in drafting the letter, promoting it as “a little help from Gemini.”
Critics quickly condemned the ad, arguing that it undermines the authenticity of personal expression. Linda Holmes, an NPR pop culture correspondent, criticized the concept of an AI-written fan letter, questioning who would want such an impersonal message.
Shelly Palmer, a media professor at Syracuse University, described the ad as “one of the most disturbing” he has ever seen, while TechCrunch editor Anthony Ha noted that the ad fails to convey heartfelt inspiration.
The backlash spread across social media platforms such as Threads, X (formerly Twitter), Reddit, and LinkedIn, with many users expressing discomfort with the idea of replacing a child’s creative expression with AI-generated text.
In contrast, a similar AI-themed ad from Microsoft, also tied to the Olympics, did not face significant backlash. Microsoft’s ad emphasizes AI’s practical uses, such as summarizing morning calls and analyzing data, without venturing into the realm of personal and emotional communication.
Google’s Response to the Controversy
In response to the backlash, a Google spokesperson issued a statement emphasizing that the company’s goal was to celebrate Team USA through an authentic story, showcasing a real-life track enthusiast and her father.
The spokesperson stated, “We believe that AI can be a great tool for enhancing human creativity but can never replace it.” The company aims to position Gemini as a starting point or thought starter for creative endeavors, rather than a replacement for genuine human expression.
This incident mirrors a similar controversy faced by Apple earlier this year.
Apple’s “Crush!” ad depicted symbols of human creativity—such as paint cans and musical instruments—being crushed by a giant hydraulic press, only to be replaced by an iPad Pro. The ad, accompanied by Sonny & Cher’s “All I Need Is You,” was widely criticized for its portrayal of technology supplanting human creativity. Apple subsequently apologized, acknowledging that the ad “missed the mark.”
Featured Image courtesy of Jose Cabezas/REUTERS
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