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.”
“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.
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.”
Intel’s CEO Lip-Bu Tan speaks at the company’s Annual Manufacturing Technology Conference in San Jose, California, U.S. April 29, 2025.
Laure Andrillon | Reuters
Intel shares were under pressure Thursday after President Donald Trump called for the chipmaker’s CEO to resign immediately.
In a Truth Social post, Trump said Intel Chief Executive Lip-Bu Tan “is highly CONFLICTED and must resign, immediately. There is no other solution to this problem.” Intel dropped in the premarket on the back of that post, last trading 5% lower.
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INTC drops
Tan was named as Intel CEO in March. This week, U.S. Republican Senator Tom Cotton questioned his ties to Chinese companies and referenced a past criminal case involving Cadence Design, where Tan was CEO until 2021, Reuters reported.
Cotton wrote to Intel’s chair to “express concern about the security and integrity of Intel’s operations and its potential impact on U.S. national security,” Reuters said.
U.S. President Donald Trump speaks during an event with Apple CEO Tim Cook in the Oval Office of the White House on August 6, 2025 in Washington, DC.
Win Mcnamee | Getty Images
U.S. President Donald Trump’s proposed 100% tariffs on the import of semiconductors has brought major chip names into the spotlight.
Questions linger about how these duties will be implemented: will they apply to the raw chip itself that is imported, or the end product, like a smartphone or laptop? And how much manufacturing needs to actually be done in the U.S.?
Trump said that, if companies are “building in the United States or have committed to build, without question,” then “there will be no charge.”
A number of chip stocks moved higher on Thursday on investor hopes that pledges of U.S. investment and current footprint Stateside may help them avoid the worst of the semiconductor tariffs.
Based on Trump’s comments, here’s a breakdown of the major chip companies in the world and what their operations and investment commitments to the U.S.
This includes an ongoing $65 billion investment in advanced chip making operations in Phoenix, Arizona and a fresh $100 billion announced in March.
TSMC shares rose nearly 5% in Taiwan on Thursday, as investors bet the company will ride out the semiconductor tariffs.
Samsung
Samsung operates chipmaking facilities in Texas and has also committed billions of dollars in investment to the U.S.
Apple on Wednesday said that Samsung would produce image sensors of the iPhone maker out of the Korean tech giant’s facility in Austin, Texas.
Samsung shares also ended the day higher in South Korean trading.
GlobalFoundries
U.S.-headquartered chipmaker GlobalFoundries saw shares surge nearly 10% in premarket trade on Thursday.
The company has a manufacturing footprint in the U.S., but it does not make cutting-edge chips like TSMC. Instead, it makes less advanced products that are widely used across various industries.
On Wednesday, GlobalFoundries announced an agreement with Apple for a “deeper collaboration that will advance semiconductor technologies and strengthen U.S. manufacturing.”
The company said it will “accelerate” investments at its factory in Malta, New York.
Given its U.S. base, investors see GlobalFoundries as a winner of Trump’s semiconductor tariffs.
SK Hynix
SK Hynix produces the high-bandwidth memory chips that Nvidia uses in its products. Last year, the South Korean company announced a nearly $4 billion chip packaging facility in the U.S.
Shares of SK Hynix closed more than 1% higher on Thursday.
Its Blackwell AI chips have started production at TSMC’s Phoenix facility.
Nvidia shares were 1% higher in premarket trade.
Apple
While not strictly a semiconductor company, Apple does design its own chips. Trump on Wednesday announced that Apple will spend an additional $100 billion on U.S. companies and suppliers over the next four years.
Apple said that its U.S.-based supply chain would produce more than 19 billion chips for its products this year, which includes manufacturing from TSMC in Arizona.
Apple shares rose more than 3% in premarket trade on Thursday, following a 5% jump on Wednesday.
U.S. President Donald Trump speaks to reporters near Air Force One at the the Lehigh Valley International Airport on August 03, 2025 in Allentown, Pennsylvania.
Anna Moneymaker | Getty Images
After months of speculation, U.S. President Donald Trump has divulged more of his semiconductor tariff plans, but his latest threats might raise more questions than answers.
On Wednesday, Trump said he will impose a 100% tariff on imports of semiconductors and chips, but not for companies that are “building in the United States.”
As semiconductors represent an over $600 billion industry at the heart of the modern digital economy, any potential tariffs hold massive weight.
However, experts say the President has yet to provide key details on the policy, which will ultimately determine their full impact and targets.
“It’s still too early to pin down the impact of the tariffs on the semiconductor sector,” Ray Wang, research director of semiconductors, supply chain and emerging technology at The Futurum Group, told CNBC.
“The final rule is likely still being drafted and the technical details are far from clear at this point.”
Big players win?
One of the biggest questions for chip players and investors will be how much manufacturing a company needs to commit to the U.S. to qualify for the tariff exemption.
The U.S. has been working to onshore its semiconductor supply chain for many years now. Since 2020, the world’s largest semiconductor companies such as TSMC and Samsung Electronics have committed hundreds of billions of dollars to building plants in the U.S.
Speaking to CNBC’s “Squawk Box Asia” on Thursday, James Sullivan, Managing Director and Head of Asia Pacific Equity Research at J.P. Morgan, said this could mean most major chip manufacturers receiving exemptions.
If this is the case, the policy could have the effect of “continuing to consolidate market share amongst the largest cap players in the space,” Sullivan said.
Indeed, shares of major Asian chip companies like TSMC, which has significant investments in the U.S., rose in Thursday morning trading following Trump’s announcement. Early this year, TSMC announced it would expand its investments in the U.S. to $165 billion.
Shares of South Korea’s Samsung and SK Hynix — which have also invested in the U.S. — were also trading up after a Korean trade envoy reportedly said on radio that the duo would be exempt from the 100% tariffs.
An exemption on what?
Beyond the question of exemptions, many other aspects of the potential tariffs remain unclear.
Speaking on CNBC’s “Squawk Box Asia,” on Thursday, Stacy Rasgon, senior U.S. semiconductor analyst at Bernstein, noted that most of the semiconductors that enter the U.S. come inside consumer goods such as smartphones, PCs and cars.
While Rasgon said tariffs on these imports may be manageable, broader tariffs would be harder to deal with.
“What we don’t know with [Trump’s] comments on tariffs, is it just raw semiconductors? Are there going to be tariffs on end devices? Are you going to be looking at tariffs on components within end devices?,” Rasgon asked.
The confusion and questions around semiconductor tariffs were brought to the forefront after the U.S. Department of Commerce started a national security investigation of semiconductor imports in April, just as the sector was exempted from Trump’s “reciprocal” tariffs.
The vague language from the Trump administration — though not invoked in the president’s latest proclamations — could theoretically be used to apply broad tariffs to an enormous segment of the electronics supply chain. It’s also unclear on the extent that semiconductor materials and manufacturing equipment used to manufacture chips would fall under the tariffs.
Complex supply chains
Potential tariff strategies could also be complicated by the intricate and interdependent nature of the semiconductor supply chain.
Rasgon gave the example of American chip designer Qualcomm, which sends their designs to TSMC to be manufactured in Taiwan and then imported to the U.S.
“Does that mean those [chip imports] would not be tariffed, because they’re made at TSMC, and TSMC is building in the U.S.?… I don’t know. Hopefully that’s how it would be,” he said.
Another large buyer of semiconductors in the U.S. are cloud service providers like Amazon Web Services and Google, which are essential to power Washington’s AI plans.
According to a recent report from ITIF, semiconductors contribute $7 trillion in global economic activity annually by underpinning a range of downstream applications including AI and “big data.”
In a potential sign of American companies seeking to move their chip supply chains into the U.S., Apple CEO Tim Cook, alongside Trump at the White house Wednesday, announced that it will be supplied chips from Samsung’s production plant in Texas.
The company also announced an additional $100 billion in U.S. investments, raising its total investment commitments in the country to $600 billion over the next four years.