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Many AI companies struggle with customers understanding how the product won’t take away their ability to think for themselves. A few took the opportunity of the Super Bowl to change the narrative. There’s no greater opportunity to reach 123 million live viewers at once and get massive press buzz, even if it cost $7 million for a 30-second spot.

While many tech evangelists proclaim that artificial intelligence is the future, the majority of the public remains skeptical. According to a recent Pew Research Study, 52 percent of Americans are “more concerned than excited about the growth of AI.” Only 10 percent are more excited than concerned about the possibilities.

When Chat GPT came out, people were amazed at how it could write essays or create scripts based on the dialogue from their favorite shows. That’s changing, as more stories about AI replacing jobs and the need for regulation arise. 

“There was a feeling of wonder and awe,” said advertising agency Walrus co-founder and chief creative officer Deacon Webster. “And then there was a negative feeling like, ‘Oh my God, none of us knowledge workers are going to have jobs.'”

There many winners and losers among the messages attempted by brands in the big Super Bowl advertising bets. AI was chasing an image revamp. Sunday was the first step in accomplishing that.

“Super Bowl is the last big sort of mass gathering,” Webster said. “It allows you to kind of get out there and put some brand messaging in front of tons and tons of people. I think no matter how much one-to-one advertising is out there, there’s something about sort of a shared experience.”

In Microsoft’s Super Bowl ad, a group of people overcome challenges ranging from opening their own business to getting a college degree. It’s not just thanks to their grit and ingenuity. It’s also thanks to the assistance of Copilot, Microsoft’s “everyday AI companion.”

“There’s a little bit of skepticism, hesitation in terms of how someone can go about using something so new, but not knowing that it’s actually a really accessible, relevant and simple tool to use,” said Divya Kumar, Microsoft‘s GM of search and AI marketing. “AI search has been around in the market for 20-something years. So we want to bridge that gap between the early adopters and mainstream consumers.”

Etsy showed how its AI-powered Gift Mode could help find the perfect present for France. Google Pixel’s commercial focused on how its tools help those who are visually impaired take photographs. And, Crowdstrike showed how AI tools could help fight cyberattacks in a Western cyberpunk-themed commercial. 

“It’s really giving companies a chance , especially with the advertising, to pitch their angle of how is this going to be a positive thing for people for humanity and to be able to see it in the light that it creates a positive impact,” said Gaurav Misra, CEO of AI-powered video creation software Captions.

Creations makes videos in real-time, which brings up concerns over how the technology could be abused to manipulate content and create misinformation. It can also help people connect, as a recent New York Times article about how people fell in love using Captions AI translation software pointed out. That story helped the company explain the benefits of its product.

“You can speak in English, and it’ll make it look like you’re speaking French or German or something else, right?” Misra said. “It’s the type of thing that just wouldn’t have been possible before, and opens up new sort of possibilities of what people can do with it, and how people can communicate across different languages and cultures.”

There’s no bigger stage to get your humanizing message across than the Super Bowl, Microsoft’s Kumar said. The company also timed the ad campaign to a full user interface redesign of Copilot, which made it easier to see the prompts and gave more visual examples. It used real-life examples from customers to create the ad.

“It’s also a good learning experience because this is a great way for us to reach out to an audience that otherwise might not be fully in the know what Copilot can do, and then also learn from that experience in the upcoming marketing beats that we want to do,” she said.

Microsoft recently expanded access of Copilot to the small business community and launched a new premium subscription for individuals.

David Jones, The Brandtech Group founder and CEO, what America watched Sunday was the first attempt to have people understand that AI will change every aspect of our lives by doing everything better, faster and cheaper.

“What we saw in the Super Bowl are the embryonic early steps in this, but pretty soon it will be as pervasive as mobile or the internet or electricity,” said Jones, whose firm focuses on digital and generative AI marketing companies. “Nobody asks today ‘how will the internet be sold to us’ or ‘how will mobile be sold to us.’ They are at the heart of everything we do. (Generative) AI will be the same, but on steroids.”

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Microsoft pauses hiring in U.S. consulting unit as part of cost-cutting plan, memo says

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Microsoft pauses hiring in U.S. consulting unit as part of cost-cutting plan, memo says

Executive Chair and CEO of Microsoft Corporation Satya Nadella speaks during the “Microsoft Build: AI Day” event in Jakarta, Indonesia, on April 30, 2024.

Ajeng Dinar Ulfiana | Reuters

Microsoft plans to pause hiring in part of its consulting business in the U.S., according to an internal memo, as the company continues seeking ways to reel in expenses. 

The announced cuts come a week after Microsoft said it would lay off some employees. Those cuts will affect less than 1% of the company’s workforce, according to one person familiar with Microsoft’s plans.

Although Microsoft indicated earlier this month that it plans to continue investing in its artificial intelligence efforts, cost cuts elsewhere could lead to gains for the company’s stock price. Microsoft shares increased 12% in 2024, compared with a 29% boost for the Nasdaq Composite index.

The changes by the U.S. consulting division are meant to align with a policy by the Microsoft Customer and Partner Solutions organization, which has about 60,000 employees, according to a page on Microsoft’s website. The changes are in place through the remainder of the 2025 fiscal year ending in June.

To reduce costs, Microsoft’s consulting division will hold off on hiring new employees and back-filling roles, consulting executive Derek Danois told employees in the memo. Careful management of costs is of utmost importance, Danois wrote. 

The memo also instructs employees to not expense travel for any internal meetings and use remote sessions instead. Additionally, executives will have to authorize trips to customers’ sites to ensure spending is being used on the right customers, Danois wrote.

Additionally, the group will cut its marketing and non-billable external resource spend by 35%, the memo says.

The consulting division has grown more slowly than Microsoft’s productivity software subscriptions and Azure cloud computing businesses. The consulting unit generated $1.9 billion in the September quarter, down about 1% from one year earlier, compared with 33% for Azure.

Under the leadership of CEO Satya Nadella, Microsoft in early 2023 laid off 10,000 employees and consolidated leases as the company contended with a broader shift in the market and economy. In January 2024, three months after completing the $75.4 billion Activision Blizzard acquisition, Microsoft’s gaming unit shed 1,900 jobs to reduce overlap.

A Microsoft spokesperson did not immediately have a comment.

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Crypto ETFs have big innovation opportunity in 2025, but demand may be weak

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Crypto ETFs have big innovation opportunity in 2025, but demand may be weak

Omer Taha Cetin | Anadolu | Getty Images

Crypto ETFs may be entering a year of innovation, with new funds and new approaches, but don’t expect demand to match what was seen in the first year of bitcoin ETFs.

Bitcoin exchange-traded funds debuted a year ago and have been hailed as one of the most successful ETF launches in history, drawing $36 billion in net new assets in their first year, led by BlackRock’s iShares Bitcoin Trust. The ETFs were a catalyst spurring institutional adoption and helped double the total market value of cryptocurrencies in 2024.

The next crypto ETFs could see weaker demand, however. Already, applications for new funds that would track Solana, XRP, Hedera (HBAR) and litecoin have been submitted but, even if approved this year, they may attract a fraction of the assets that flowed in to bitcoin ETFs, according to JPMorgan. There has also been an application for a hybrid bitcoin and ether fund.

“We don’t see a next wave of cryptocurrency [exchange-traded product] launches as being meaningful for the crypto ecosystem given much smaller market capitalization of other tokens and far lower investor interest,” JPMorgan analyst Kenneth Worthington wrote in a note Monday.

Worthington noted that assets of $108 billion in bitcoin ETFs make up 6% of total bitcoin market capitalization after the first year of trading. For ether ETFs, which launched in July with less fanfare, that percentage narrows to just 3% ($12 billion) of the coin’s market cap after six months.

Applying those “adoption rates” to Solana, which has a total $91 billion market cap, JPMorgan projects ETFs tied to the token will attract between $3 billion and $6 billion of net new assets. A fund tracking XRP, which has a market cap of $146 billion, would attract an estimated $4 billion and $8 billion in net new assets.

Worthington added that the regulatory environment – specifically, the promise of a pro-crypto Congress and White House in 2025 that the industry hopes will boost growth in crypto businesses – could shape the outlook for innovation in crypto ETFs.

“The regulatory and legislative guardrails in the U.S. … will determine the type, quantity and focus of new products and services launched,” the analyst said. “The new administration and a new SEC chairman opens the door for new opportunity in cryptocurrency innovation.”

Tyron Ross, founder and president of registered investment advisor 401 Financial, expects demand for bitcoin ETFs this year won’t live up to what was seen in 2024 but will remain “healthy.” That’s largely due to investor education and growing confidence in the 16-year-old digital asset class.

Adoption could accelerate, however, if bitcoin ETFs get added Wall Street’s to model portfolios, he said.

“None of those portfolios have crypto in them, so until crypto is in there, you’re not going to see that next leg of growth this year that you saw last year,” Ross told CNBC. “The majority of advisors buy their their models off the shelf, and those models don’t have bitcoin or crypto [exposure] in them… when that’s addressed, I think you’ll start to see that parabolic [growth] like you saw last year.”

“You can feel it across the space that some of the regulatory clouds are clearing and there’s blue skies ahead, but there needs to be tempered expectations of the ETFs in the coming year,” he added.

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Elon Musk, Mark Zuckerberg and Jeff Bezos will attend Trump inauguration

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Elon Musk, Mark Zuckerberg and Jeff Bezos will attend Trump inauguration

Elon Musk walks on Capitol Hill on the day of a meeting with Senate Republican Leader-elect John Thune (R-SD), in Washington, U.S. December 5, 2024. 

Benoit Tessier | Reuters

Tesla and SpaceX CEO Elon Musk, Meta CEO Mark Zuckerberg and Amazon founder Jeff Bezos will attend President-elect Donald Trump’s inauguration, NBC News reported on Tuesday.

They will be seated on the platform near cabinet officials and elected leaders, according to a person familiar with the planning of the inauguration who spoke to NBC News.

The prominent attendance of several tech luminaries and billionaires at Trump’s inauguration signals how quickly the technology industry leadership has warmed up to Trump as he takes his second term as president.

During Trump’s first term, Bezos regularly clashed with the president over his ownership of The Washington Post, Amazon’s relationship with the USPS and how much tax the tech company paid. Zuckerberg also traded barbs with Trump, particularly over immigration and misinformation.

But as Trump takes office for a second time, the technology industry has contributed to his inaugural fund and several CEOs have praised Trump and offered well wishes for his administration.

Musk has joined Trump’s administration in a role overseeing the Department of Government Efficiency, a new body that is looking to find government waste and cut it. He’s also spent time with Trump at his Mar-a-Lago resort in Florida.

Amazon and Meta have contributed $1 million each to Trump’s inaugural fund. Google also contributed $1 million, CNBC reported last week. OpenAI CEO Sam Altman contributed $1 million, and so has Apple CEO Tim Cook, according to a Axios report that the tech company has not commented on.

Reps for Musk, Zuckerberg and Bezos didn’t immediately comment to NBC News.

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