Super Bowl Ad Controversy: Did Google’s AI Cheese Claim Go Too Far?
The Super Bowl is more than just a football game; it’s a cultural phenomenon where brands battle for attention with elaborate and often unforgettable commercials. This year, amidst the humorous skits and celebrity cameos, Google found itself in the center of a Super Bowl ad controversy. Their ad, intended to showcase the capabilities of their Gemini AI, made a claim about cheese that left many viewers scratching their heads and ignited a social media firestorm. Was this a simple oversight, or did Google’s AI cheese claim go too far, undermining the credibility of their technology?
The Gouda Gaffe: A Super Bowl Statistic Snafu
The Google ad featured a Wisconsin cheese shop owner using Gemini AI to generate product descriptions. In the initial version of the ad, Gemini confidently declared that “Gouda accounts for 50 to 60 percent of the world’s cheese consumption.” This statement, presented as fact, was quickly challenged by cheese aficionados and casual observers alike. Social media erupted with humorous rebuttals, with one X user quipping, “Cheddar & mozzarella would like a word.”
Andrew Novakovic, Emeritus Professor of Agricultural Economics at Cornell University, weighed in on the debate, stating that while Gouda is a common variety in world trade, it is likely not the most widely consumed. He suggested that Indian Paneer and fresh cheeses from South America, Africa, and Asia likely have much larger consumption volumes globally.
Damage Control: Google’s Response to the Cheese Calamity
Faced with mounting criticism, Google took swift action to mitigate the damage. They quietly edited the ad on YouTube, removing the offending statistic. The revised version now states that “Gouda is one of the most popular cheeses in the world,” a much less contentious claim.
Jerry Dischler, President of Google Cloud Applications, initially defended the statistic, stating on X that Gemini’s claim was “not a hallucination” but was “grounded in the Web.” He argued that multiple websites included the 50-60% statistic. However, this defense only fueled the controversy, as critics questioned the reliability of the sources Gemini was using.
Michele Wyman, a Google spokesperson, told The Verge that the company removed the stat from the commercial after consulting with Wisconsin Cheese Mart, who suggested that Gemini write the product description without it.
AI Hallucinations or Web-Based Misinformation?
The Google cheese controversy raises important questions about the nature of AI errors. Are these “hallucinations,” where the AI fabricates information, or are they the result of the AI drawing from unreliable sources on the internet? In this case, Google initially claimed the latter, suggesting that Gemini was simply reflecting misinformation that already existed online.
However, this explanation is not entirely satisfactory. Critics argue that Google has a responsibility to ensure that its AI is not simply regurgitating false information, especially in a high-profile advertising campaign. The incident highlights the need for rigorous fact-checking and source verification in AI-generated content.
This isn’t the first time Google’s AI has been caught making errors. Google’s AI-generated search results came under fire when it provided misleading information, such as falsely claiming that former President Barack Obama is a Muslim. Other users pointed out last year the tool recommended adding glue on pizza to help the cheese stick. In 2023, a Google demo video showing off its Bard chatbot incorrectly stated the James Webb Space Telescope was the first to photograph an exoplanet.
The Broader Implications for AI and Advertising
The Super Bowl ad controversy has broader implications for the use of AI in advertising and other fields. It underscores the importance of human oversight and critical thinking when working with AI-generated content. While AI can be a powerful tool for content creation and information retrieval, it is not a substitute for human judgment.
The incident also raises questions about corporate accountability. Google quietly edited the ad without issuing a public correction, which some critics saw as a lack of transparency. In an age of increasing skepticism about AI, it is crucial for companies to be upfront about the limitations of their technology and to take responsibility for any errors that occur.
The Super Bowl Ad Landscape: Beyond the Cheese
While the Google ad controversy dominated headlines, other Super Bowl commercials also generated buzz. Rakuten’s “Not So Clueless” ad, featuring Alicia Silverstone reprising her role as Cher Horowitz, was a nostalgic favorite. The Farmers’ Dog commercial, “Forever,” tugged at heartstrings with its heartwarming portrayal of the bond between a dog and its owner.
DoorDash’s “All the Ads” sweepstakes, which offered viewers the chance to win all the products featured in the Super Bowl commercials, was a creative concept, but some viewers found it confusing or doubted the brand’s ability to deliver on its promise. Temu’s repetitive jingle was widely criticized as the worst commercial of the night.
Google Pixel won for the second year in a row at the Kellogg School Super Bowl Advertising Review. Other brands that earned top marks included Mountain Dew’s “Having A Blast” and Dove’s “Hard Knocks.”
The Final Whistle: Lessons Learned from the Cheese Debacle
The Super Bowl ad controversy serves as a cautionary tale for companies eager to showcase the capabilities of AI. While AI has the potential to revolutionize advertising and other industries, it is essential to approach this technology with caution and to prioritize accuracy and transparency. Google’s cheese claim may have been a minor gaffe in the grand scheme of things, but it highlights the importance of human oversight and critical thinking in the age of AI.