United States – OpenAI has debuted its first TV commercial at the Super Bowl event, with its ad done alongside Accenture Song, and aims to introduce everyday people to the transformative potential of artificial intelligence (AI), marking a milestone in AI’s journey into mainstream consciousness.
As the world approaches the Intelligence Age, OpenAI remains committed to ensuring that artificial general intelligence (AGI) benefits all of humanity. Their products, including ChatGPT, already empower millions to tackle daily tasks, enhance productivity, and solve complex problems.
This Super Bowl ad serves as an invitation for people from all walks of life to consider how AI can enrich their personal and professional lives.
In terms of the creative process, while AI played a role in the ad’s creative journey, human professionals spearheaded the project’s execution. Accenture Song’s team collaborated with OpenAI’s Sora team to explore innovative ideas during pre-visualisation. However, the final product remains a testament to human craftsmanship, featuring a unique visual style crafted through 2D hand animation and 3D procedural rendering (Houdini).
For Accenture Song, the creative goal was simplicity—cutting through the noise to deliver OpenAI’s vision for the Intelligence Age in a direct, visually compelling manner. Sora served as an experimental tool for rapid ideation, allowing creatives to explore a variety of concepts before refining their final approach.
‘The Intelligence Age’ uses a pointillism-inspired animation style, drawing from OpenAI’s core brand identity and the ChatGPT interface. Throughout the ad, a single data point—referred to as ‘The Point’—transforms into moving iconography, illustrating key moments of human progress leading up to AI’s emergence. This visual metaphor reflects OpenAI’s foundational philosophy: every idea, breakthrough, and innovation begins with a single observation, a single point.
Meanwhile, ‘The Point’ is not just a symbol—it underpins OpenAI’s identity system, influencing its typeface, iconography, and design language. It also appears in the ChatGPT interface, making it a familiar visual cue for users. In the ad, ‘The Point’ serves as a reminder that AI, like all human advancements, is a tool born from curiosity, research, and discovery.
Through ‘The Intelligence Age,’ OpenAI hopes to spark curiosity and inspire individuals to explore the new possibilities AI can bring into their lives. The Super Bowl ad is not just a commercial—it’s an invitation to be part of a defining moment in technological history.
