{"id":21426,"date":"2024-08-09T21:08:27","date_gmt":"2024-08-09T21:08:27","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21426"},"modified":"2024-08-09T21:08:27","modified_gmt":"2024-08-09T21:08:27","slug":"googles-dear-sydney-ad-explained","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21426","title":{"rendered":"Google\u2019s \u201cDear Sydney\u201d ad, explained"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/08\/7d7e503be0410124e7bcee53471998333ba91437-750x500.gif\" \/><\/p>\n<div>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">People are afraid AI will replace their jobs. Now, they also have their children\u2019s creative development to worry about.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Google\u2019s \u201cDear Sydney\u201d ad, created for The Olympics, shows a dad asking Gemini AI to write a letter to track star Sydney McLaughlin-Levrone on behalf of his young daughter to let the athlete know \u201chow inspiring she is.\u201d<\/p>\n<p><iframe loading=\"lazy\" title=\"Google + Team USA \u2014 Dear Sydney\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/NgtHJKn0Mck?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The ad, which Google created in-house, received swift backlash online, with outlets like Ad Age calling it \u201ctone deaf.\u201d Google has since pulled the ad from the air and turned off comments on the video on YouTube, but not before spending an estimated $2.7 million on TV ads between its debut and August 1, according to iSpot.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cWe believe that AI can be a great tool for enhancing human creativity, but can never replace it. Our goal was to create an authentic story celebrating Team USA. It showcases a real-life track enthusiast and her father, and aims to show how the Gemini app can provide a starting point, thought starter, or early draft for someone looking for ideas for their writing,\u201d Google spokesperson Alana Beale said in a statement shared with Marketing Brew. \u201cWhile the ad tested well before airing, given the feedback, we have decided to phase the ad out of our Olympics rotation.&#8221; Prior to it being taken down, Google CMO Lorraine Twohill called the ad a \u201cbeautiful example of how technology can bring us closer to turning dreams into reality\u201d on LinkedIn. <\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">We spoke with marketers about where Google went wrong and how companies should be thinking about advertising new technology\u2014specifically AI\u2014moving forward.<\/p>\n<h2 class=\"dist__StyledText-sc-90cce694-12 gmDJoj\"><strong>\u201cAnti-human\u201d messaging<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">A father of three and a grandfather of four, marketing consultant Shelly Palmer told Marketing Brew he couldn\u2019t imagine why Google would portray a father as needing generative AI as a \u201cshortcut\u201d to parenting instead of teaching and helping a kid write a letter. In a blog post, he added that \u201cGoogle should be ashamed\u201d of the message sent.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cAnd just to fuel the flames\u2014why did Google reinforce the stereotype of a minority parent being undereducated and insecure about their communicative skills?\u201d he wrote.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The ad isn\u2019t anti-creative, but \u201canti-human,\u201d he told us. (Perhaps worth mentioning, at the bottom of Palmer\u2019s blog is an author\u2019s note that says it was created with the \u201cassistance of various generative AI models.\u201d However, he rarely uses Gemini, he said. \u201cI don\u2019t like it very much.\u201d)<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Technically, it\u2019s \u201cbeautifully done,\u201d said David Teicher, chief content officer at Brand Innovators.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The issue lies in the underlying implication, he said: What do these tools intend to replace? The spot reminded him of Apple\u2019s \u201cCrush!\u201d advertisement, reviled by the industry, in which a hydraulic press slowly falls on paint cans, a vinyl record player, a piano, and a trumpet, ultimately lifting to reveal a new iPad Pro. Some viewers interpreted the ad as a threat, technology (literally) crushing artistic expression and creativity. Ad Age called it a \u201crare misstep\u201d for Apple, and the tech company issued an apology.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cWe don\u2019t want this technology to replace the things that we love, these creative pursuits,\u201d said Teicher. \u201cOutsourcing that to AI just takes away everything special about it.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The implication of Google\u2019s ad, Ellie Bamford, chief strategy officer at VML told us, is that AI can replace or impersonate people and it\u2019s out of our control.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-13447495-1 hQuTLW inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-90cce694-12 hqfIap inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-90cce694-12 htlyFZ inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cPeople want to live in a world where they use AI to supercharge, to amplify, to enhance their human skills,\u201d she said. \u201cNot in a world where AI is pretending to be a human.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">That\u2019s especially concerning when it\u2019s made to appear that children\u2019s letters, which are \u201cone of the most innocent expressions of admiration and joy,\u201d could be a thing of the past, she added. A better use case for Google, in Bamford\u2019s opinion, would have been showing how Gemini could assist with mundane tasks or free up time for creative ventures.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The implications of the ad are \u201centirely unacceptable,\u201d Stephanie Spicer, president of the ad agency Luquire, said to Marketing Brew over email.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cBecause it is a cute story, with a cute little girl and a caring father, it is easy to miss the fact that it is essentially telling us that our own words and feelings are less important than having something \u2018polished,\u2019\u201d she wrote. \u201cIf you take it at face value and don\u2019t think about the moral implications, it is a good ad.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Generative AI tech is still a relatively new phenomenon: Its use is up 900%, rising from 7.8 million people using generative AI at least once per month in 2022 to 100 million in 2024, according to eMarketer.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cIf you\u2019ve never heard of generative AI before and this commercial was your very first introduction, you\u2019re just kind of confused, disappointed, maybe scared, or something just doesn\u2019t feel right,\u201d Michael Miraflor, chief brand officer at the VC firm Hannah Grey, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Recent research in the Journal of Hospitality Marketing &amp; Management suggests that people don\u2019t like it when companies use AI in their marketing or advertising. In an interview with WSU Insider, study author Mesut Cicek said, \u201cWhen AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions. We found emotional trust plays a critical role in how consumers perceive AI-powered products.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Amy Chen, director of experience at Siegel+Gale, said the ad made her worried about the future of self-expression and creative development.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cThis little kid is at the beginning of the rest of her life, she already has something that she wants to say to this person who means so much to her, but you\u2019re not allowing her to articulate that or even start to try to define what her voice is,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">In her opinion, Google should have shown an experienced adult using Gemini, not a kid who is still in her formative years who should be learning and growing skills like writing\u2014even if that packs less of an emotional punch. Children\u2019s book author Jamilah Thompkins-Bigelow had a similar reaction on X, writing that the ad \u201churt [her] heart as someone who has taught writing to many young kids.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Knowing that people have expressed concerns about AI for a while now, particularly around creative originality and ownership, Chen said Google \u201c[doesn\u2019t] really have an excuse to be this tone deaf.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The goal of AI, she said, shouldn\u2019t be to \u201caccelerate perfection.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cThere\u2019s so much beauty in imperfection, especially when it comes from a kid,\u201d she said. \u201cThe imperfection is a charm.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/08\/09\/google-dear-sydney-ad-marketers?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>People are afraid AI will replace their jobs. Now, they also have their children\u2019s creative development to worry about. Google\u2019s \u201cDear Sydney\u201d ad, created for The Olympics, shows a dad asking Gemini AI to write a letter to track star Sydney McLaughlin-Levrone on behalf of his young daughter to let the athlete know \u201chow inspiring [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21426","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google\u2019s \u201cDear Sydney\u201d ad, explained | Brandiary<\/title>\n<meta name=\"description\" content=\"People are afraid AI will replace their jobs. 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