Early AI ads, like OpenAI's first, positioned AI as a monumental step in human history. The next wave is expected to be more pragmatic, focusing on specific, relatable use cases for the average consumer. This marketing evolution reflects the technology's maturation from a conceptual wonder to a practical tool for the mass market.

To stand out from infinite content, communications must be attached to a human figure, delivered with absolute conviction, and framed within a larger narrative arc. These elements appeal to human psychology, giving audiences a character to root for and a story to follow, which generic content cannot replicate.

The current AI narrative often removes human agency, creating fear. Reframing AI's capabilities as tools that empower people—much like how Steve Jobs pitched personal computers—can make the technology more inspiring and less threatening to the general public, fostering wider acceptance.

With many AI products being similar "wrappers," companies are shifting focus from product features to brand narrative. Storytelling becomes the primary lever to stand out when differentiation is low, as founders realize the story is as important as the product itself.

As AI generates vast amounts of generic content, brands that showcase genuine human stories, empathy, and creativity will build stronger connections and trust that technology cannot replicate.

As consumers become wary of "AI," the winning strategy is integrating advanced capabilities into existing products seamlessly, like Google is doing with Gemini. The "AI" branding used for fundraising and recruiting will fade from consumer-facing marketing, making the technology feel like a natural product evolution.

OpenAI's initial Super Bowl ad was a high-concept, tech-centric piece. The expectation for their next ad is a shift towards showing tangible, everyday use cases, aiming to demystify AI for the average consumer and integrate ChatGPT into their daily lives, much like a classic Budweiser commercial appeals to the masses.

While OpenAI and Anthropic ran abstract, niche, or philosophical ads, Google demonstrated a tangible, heartwarming use case for its AI (planning a room remodel). For a mainstream Super Bowl audience unfamiliar with the technology, showing a simple, delightful product experience is far more effective than trying to explain complex concepts or engage in industry inside jokes.

Instead of contributing to the AI hype, Monday.com's campaign acknowledged the market's collective feeling of being overwhelmed by AI buzz but underwhelmed by its tangible benefits. This human-centric approach resonated by focusing on the user's emotional state rather than just listing technological capabilities.