Remember the classic childhood experience of writing a heartfelt fan letter to your idol? (Mickey Mouse, I hope you still have that note from Disneyland in 1999.)
In a new ad, Google suggests that artificial intelligence can now handle that for you, but the response hasn’t been favorable.
The TV commercial, which aired during the Olympics, features a father highlighting his daughter’s admiration for Olympic track star Sydney McLaughlin-Levrone. The ad shows the girl training to emulate her hero, guided by AI-generated hurdling tips from Google’s search feature. When the father decides his daughter wants to send a letter to McLaughlin, he uses Google’s Gemini chatbot to craft the message, including a line where the girl expresses her ambition to break McLaughlin’s world record.
While the ad demonstrates Google’s AI tool’s ability to generate increasingly human-like text, critics online argue that it misses the mark. Many viewers took to Threads, X, LinkedIn, and other platforms to question why a child’s genuine creativity and personal expression would be replaced by AI-generated content.
The ad has been criticized as an example of Big Tech’s disconnection from real-life experiences. Will Leitch, writer and founder of Deadspin, described the ad as “taking a little chunk out of my soul” each time he saw it. Other critics labeled AI-generated ads as “mortifying.”
A Google spokesperson defended the ad, stating that the company sees AI as a tool to enhance, not replace, human creativity. The aim was to celebrate Team USA by showcasing a track enthusiast and her father, while demonstrating how Gemini can offer initial ideas or drafts for writing.
The backlash reflects growing concerns about AI’s role in our lives. Tech companies tout AI as a means to ease burdensome tasks and free up time for more meaningful activities. However, many early AI tools appear to replace traditional human creative tasks, such as art and storytelling, rather than complementing them.
The debate over AI’s impact on creativity continues, with musicians, artists, and writers expressing fears about AI’s potential to undermine their work. Apple recently faced similar criticism with an ad depicting human creativity symbols being replaced by technology, leading to a swift apology.
Google has yet to comment on the specific backlash against its Gemini ad.
