超级碗LX广告：万物皆AI。
内容来源：https://www.theverge.com/entertainment/874504/super-bowl-lx-ads-big-game
内容总结：
第60届超级碗前瞻：AI广告大战抢戏，科技巨头隔空交锋
第60届美国职业橄榄球大联盟（NFL）超级碗将于北京时间2月9日（周日）上午7:30正式开赛，由西雅图海鹰队对阵新英格兰爱国者队，比赛将通过NBC及流媒体平台Peacock进行直播。本届赛事中场秀将由波多黎各歌手Bad Bunny担纲，而商业广告时段则可能成为人工智能（AI）技术公司的“斗秀场”，其热度堪比数年前的加密货币广告潮。
AI广告暗流涌动，巨头互怼成焦点
今年超级碗广告的最大看点无疑是AI领域的明争暗斗。由OpenAI前高管创立的AI公司Anthropic，豪掷约800万美元购买了30秒广告时段。其广告语“广告终将进入AI领域，但克劳德（Claude）不会有广告”，被普遍视为对竞争对手OpenAI计划在ChatGPT中测试广告的公开讽刺。随后，Anthropic将广告最终版调整为“广告自有其存在时空，但你与AI的对话不应是其中之一”，虽淡化直接指涉，但竞争意味依然浓厚。
OpenAI首席执行官萨姆·阿尔特曼对此迅速回应，在社交媒体上指责Anthropic的广告 campaign “明显不诚实”，并称这种“含糊其辞”的做法很符合该公司的“品牌调性”。他坚称OpenAI绝不会以Anthropic所描绘的方式投放广告，因为用户会对此反感。与此同时，OpenAI也为自家的AI编程工具Codex投放了广告，强调其“助你轻松构建”的能力，显示出其面向企业级市场的战略重心。
科技企业扎堆亮相，跨界营销花样多
除AI对决外，其他科技公司也纷纷借势营销：
- 亚马逊：推出带有黑色幽默的广告，由“雷神”演员克里斯·海姆斯沃斯出演，其家中升级版的Alexa Plus人工智能助手似乎正策划各种“意外”试图除掉他。
- SpaceX：首次在超级碗投放广告，主要推广其全球卫星互联网服务“星链”（Starlink），但未提及旗下社交平台X及xAI的相关内容。
- Crypto.com：其首席执行官克里斯·马萨莱克将在比赛期间推出新网站AI.com，主打为用户创建可代为执行任务的私人AI代理，标志着其业务重心从加密货币向AI的延伸。
娱乐与规则：新片预热与广告禁令
娱乐方面，迪士尼与皮克斯在赛前发布了全新CG动画电影《霍珀斯》的预告片。影片设定在一个人类可将意识注入3D打印动物躯体以融入其世界的奇幻世界，预计将于3月6日登陆院线。
此外，NFL官方已明确将“预测市场”类广告列入本届超级碗的“禁止投放类别”，但体育博彩广告仍被允许，仅会限制其数量。这显示出联盟对两类业务进行了严格区分。
总体而言，本届超级碗的广告盛宴已超越传统消费品竞争，成为AI科技巨头展示实力、相互攻防的重要舞台，折射出当前科技行业最炙手可热的竞争赛道。
中文翻译：
第六十届超级碗即将开赛，西雅图海鹰队将迎战新英格兰爱国者队。虽然坏痞兔将担任中场秀的表演嘉宾，但人工智能或许会成为广告时段的主角——正如几年前加密货币的风潮一般。
超级碗广告：万物皆可AI
去年的超级碗曾出现一则谷歌Gemini广告，其中关于高达奶酪的数据引用出现失误；而今年赛事已确定将播放人工智能公司Anthropic的广告，该广告暗讽了其竞争对手OpenAI。此外，AI生成的广告也可能亮相。
第六十届超级碗定于北京时间2月9日（周一）上午7:30（美东时间2月8日晚6:30/美西时间下午3:30）开赛，由NBC电视台及流媒体平台Peacock进行直播。
• Anthropic修改超级碗广告，淡化对OpenAI的直接影射
Anthropic本周早些时候预告的超级碗广告激怒了萨姆·奥特曼，他直指这些广告"明显不诚实"。
原版广告词"广告将进入AI领域，但不会进入Claude"明显指向OpenAI的商业计划，而最终播出版本已替换为全新标语："广告自有其时空，但不应出现在你与AI的对话中。"
• OpenAI超级碗广告强调Codex"助你轻松构建"
当OpenAI与Anthropic就AI广告展开交锋时，两家公司都为自己的AI产品投放了超级碗广告。在OpenAI首席执行官萨姆·奥特曼宣称其广告将聚焦"创造者"后，该公司推出了这支关于AI编程助手Codex的广告。
虽然ChatGPT知名度更高，但Codex这类工具的企业级应用才是OpenAI的主要盈利方向。
• 皮克斯预告新作《跳跃者》
开赛前夕，迪士尼与皮克斯发布了下一部CG家庭电影《跳跃者》的预告。从已曝光的先导片可知，影片设定在一个人类可将意识注入3D打印动物躯体、与动物共同生活的世界。影片定档3月6日上映，但YouTube简介显示2月28日将开放超前点映。
• SpaceX借超级碗推广星链服务
SpaceX的首支超级碗广告因制作时间紧张，未提及新加入的X/xAI元素，但仍着力推广全球卫星互联网概念。
• 从Crypto.com到AI.com
加密货币平台Crypto.com首席执行官克里斯·马萨尔切克也加入了超级碗AI广告热潮，在赛事期间推出了全新AI.com网站。据新闻稿描述，该网站能让用户"生成私人专属的AI代理，它不仅回答问题，更能代表用户执行操作"。
• 亚马逊广告演绎Alexa Plus"追杀"克里斯·海姆斯沃斯
海姆斯沃斯的最新动作戏并非出现在《复仇者联盟》中，而是与亚马逊AI助手展开对峙——他怀疑这个助手正策划精密方案企图杀害自己。或许"奥创"的形象仍深深烙印在这位"雷神"演员的脑海里。这仅是本届超级碗众多AI广告中的一例。
萨姆·奥特曼回应Anthropic"滑稽"的超级碗广告
萨姆·奥特曼周三通过X平台回应Anthropic的新版超级碗广告，称这位OpenAI竞争对手的营销"明显不诚实"，并指责Anthropic"一贯玩弄文字游戏"。他写道："我们显然永远不会采用Anthropic所描绘的广告模式。我们没那么愚蠢，深知用户会抵制那种做法。"以下为其声明全文：
Anthropic由前OpenAI研究高管于2021年创立，据称他们因在AI安全性与使命愿景上存在分歧而离职。该公司在超级碗广告中并未直接点名OpenAI或ChatGPT，但与OpenAI1月宣布即将测试广告形成鲜明对比的是，Anthropic强调："我们的用户不会在与Claude对话时看到'赞助'链接；Claude的回复也不会受广告商影响，或包含用户未要求的第三方产品植入。"
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• Anthropic首支超级碗广告暗讽ChatGPT
"广告将进入AI领域，但不会进入Claude"——这句广告语明显针对OpenAI为ChatGPT引入广告的决策，虽未直接点名。该系列共四支广告，其中精简版30秒广告以约800万美元成本在超级碗期间播出。
• 超级碗期间不会出现Kalshi或Polymarket广告
NFL已将预测市场列入第六十届超级碗广告的"禁止类别"。但《体育前线》指出，体育博彩并未进入该名单。尽管体育博彩广告数量将受限制，联盟似乎对这两类业务作出了明确区分。
NFL禁止预测市场投放超级碗广告
【体育前线报道】
英文来源：
Super Bowl LX is nearly here, with the Seattle Seahawks taking on the New England Patriots. While Bad Bunny will be the star of the halftime show, AI could be the star of the commercial breaks, much like crypto was a few years ago.
Super Bowl LX ads: all AI everything
Last year’s Super Bowl featured a Google Gemini ad that fumbled a Gouda cheese stat, and this year’s game is already slated to include an ad for Anthropic’s AI platform that takes jabs at its competitors, namely OpenAI. AI-generated ads could make an appearance, too.
Super Bowl LX is set to kick off at 6:30PM ET/3:30PM PT on Sunday, February 8th, and is being broadcast on NBC and Peacock.
- Anthropic’s Super Bowl ad has a change that made it less directly about OpenAI and ChatGPT.
The round of Big Game ads Anthropic previewed earlier this week set Sam Altman off, as he called them “clearly dishonest.”
Now, while the original ad says, “Ads are coming to AI. But not to Claude,” nodding to OpenAI’s plans, the one that aired replaced it with a new tagline: “There is a time and place for ads. Your conversations with AI should not be one of them.” - OpenAI’s Super Bowl ad claims “You can just build things” with Codex.
As OpenAI and Anthropic feud over AI advertising, both companies are running Super Bowl ads for their AI products. After OpenAI boss Sam Altman said its ad would focus on “builders,” OpenAI debuted this ad about its AI coding agent, Codex.
ChatGPT is much more well-known, but enterprise use of tools like Codex is probably where OpenAI’s money is. - Pixar previews Hoppers.
Just before kickoff, Disney and Pixar previewed their next CG family flick, Hoppers. As we’ve heard and seen in a teaser trailer, this one follows a world where people put their minds into 3D-printed versions of animals to try and live among them. It’s coming to theaters on March 6th, although the YouTube description mentions an early viewing window on February 28th. - SpaceX brings Starlink to the Super Bowl broadcast.
The first Super Bowl ad from SpaceX apparently didn’t have enough time left in production to mention its newly-joined X / xAI elements, but it is promoting the idea of global satellite internet. - From Crypto.com to AI.com.
Crytpo.com CEO Kris Marszalek is getting in on the Super Bowl AI commercial break craze by launching his new AI.com website during the game. A press release describes the site as a way for users to “generate a private, personal AI agent that doesn’t just answer questions, but actually operates on the user’s behalf.” - Alexa Plus tries to kill Chris Hemsworth in Amazon’s Super Bowl ad.
Hemsworth’s latest action scene isn’t in an Avengers movie, but a stand-off with Amazon’s AI assistant, which he fears is planning elaborate ways to kill him. Maybe Ultron is still fresh in the Thor actor’s mind. It’s far from the only ad for AI in this year’s Super Bowl.
Sam Altman responds to Anthropic’s ‘funny’ Super Bowl ads
Sam Altman responded to Anthropic’s new Super Bowl ad in an X post on Wednesday, saying the OpenAI competitor’s campaign is “clearly dishonest,” and called it “on brand” for Anthropic to “doublespeak.” “We would obviously never run ads in the way Anthropic depicts them,” he wrote. “We are not stupid and we know our users would reject that.” You can read his statement in full, below.
Anthropic, founded in 2021 by ex-OpenAI research executives who reportedly left over differences in opinions on AI safety and mission, doesn’t mention OpenAI or ChatGPT by name in its Super Bowl Sunday ad campaign. But in contrast to OpenAI’s January news that it would soon start testing ads, Anthropic says, “Our users won’t see ‘sponsored’ links adjacent to their conversations with Claude; nor will Claude’s responses be influenced by advertisers or include third-party product placements our users did not ask for.”
Read Article >- Anthropic’s first Super Bowl ad dunks on ChatGPT.
“Ads are coming to AI. But not to Claude,” is a clear shot at OpenAI’s decision to bring ads to ChatGPT without mentioning it by name. There are four commercials in the campaign, with one trimmed to thirty-seconds to air during the Super Bowl at a cost of around $8 million. - Don’t expect any Kalshi or Polymarket ads during the Super Bowl.
The NFL has added prediction markets to its list of “prohibited categories” for commercials in Super Bowl LX. However, as Front Office Sports points out, sports betting isn’t on that list. While there will be limits on the number of sports bettor ads allowed, the league seems to be drawing a distinction between the two categories.
NFL Won't Allow Prediction-Market Super Bowl Commercials[Front Office Sports]