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### Controversial Marketing Moves by Tech Giants
– Google has withdrawn an advertisement that encouraged a young fan to utilize Gemini AI for writing to her Olympic hero.
– The decision followed significant backlash, with critics deeming the ad “disturbing.”
– This incident mirrors criticism faced by Apple for promoting an iPad as a substitute for genuine human creativity.
In recent times, several major technology companies have come under fire for their advertising strategies. Google found itself in hot water after launching an advertisement featuring a young child who looks up to famous American hurdler Sydney McLaughlin-Levrone. The controversial content suggests that the girl should leverage Gemini AI, Google’s chatbot, to communicate with her idol rather than expressing her thoughts authentically.
The ad features the girl’s father narrating how his daughter wishes to express admiration towards Sydney. He mentions his own ability with words but insists that it’s crucial for the letter to be perfect.
“So Gemini, assist my daughter in crafting a message that conveys just how inspiring Sydney is,” he states in the commercial. “Be sure she mentions her ambition of breaking Sydney’s world record one day—she says ‘sorry, not sorry.’”
Interestingly, unlike other commercials featured on Google’s YouTube channel, comments were disabled for this particular video.
On social media platform X (formerly Twitter), many users labeled the advertisement “deeply unsettling.” One critic lamented that it detracted from what should be one of life’s most heartfelt expressions: “It strips away 99% of sentiment and feeling from such an earnest idea.” Another user expressed sadness at what they viewed as an essential childhood experience being lost: “This should come from her hand using the imperfect yet pure language of youthful admiration.”
In response to growing outrage surrounding its campaign, a spokesperson from Google confirmed that they had decided to remove it. “While our initial testing indicated audience interest before airing, based on subsequent feedback we will discontinue this ad as part of our Olympic promotion,” they explained.
Similarly troubled reactions also emerged towards Apple earlier this year regarding their own controversial campaign which depicted various forms of human creativity—such as instruments and art—being destroyed by a hydraulic press only to emerge transformed into what was advertised as “the most powerful iPad ever.”
Hugh Grant weighed in on X following this release: “The annihilation of human experience. Brought to you by Silicon Valley.”
This wave of critical responses stems from broader anxieties concerning technology’s role—and particularly artificial intelligence—threatening professional opportunities within creative fields. Last summer saw heightened concerns among Hollywood writers about potential job losses due to advances in AI tech.
While certain industry leaders strive to reassure creatives about these developments’ merits and mitigations against job loss fears; others are leaning into AI adoption enthusiastically which compounds uncertainty among those working in creative sectors.
