Joe Parrish, co-founder, The Variable

When I heard OpenAI was doing an ad, I was curious. I thought about being the strategist on that job. What would I want to communicate? I thought about being the creative on that job. How would I make it interesting and different? As incredible as the underlying technology?

The style was compelling, but the strategy could have been more discerning. With so much money spent, I wish the brand had done more work around defining what makes it so amazing.

Kumi Croom, managing director, Duncan Channon

It makes sense to have Open AI show itself as the next big innovation, and with the core message that everything has a starting point. It felt humble, and the fact that the animated spot was made by humans is very grounding to how we all need to approach AI. Humans must stay at the center of the technology to try and keep it grounded.

Watch OpenAI’s Super Bowl 59 ad ChatGPT | The Intelligence Age