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.”
Technology stocks bounced Tuesday after three rocky trading sessions, spurred by rising optimism that President Donald Trump could potentially negotiate tariff deals with world leaders.
The sector is coming off a wild trading session after speculation that the White House could potentially delay tariffs fueled volatile swings. Alphabet, Meta Platforms, Amazon and Nvidia finished higher, while Apple, Microsoft and Tesla posted losses.
Trump’s wide-sweeping tariff plans have sparked violent turbulence over the last three trading sessions. Trading volume on Monday hit its highest in nearly two decades. Technology stocks gyrated after the Nasdaq Composite posted its worst week in five years and the Magnificent Seven group lost $1.8 trillion in market value over two trading sessions.
Chipmakers were excluded from the recent tariffs, but have come under pressure on worries that higher duties could diminish demand for products they are used in and slow the economy. The sector is also expected to see tariffs further down the road.
Elsewhere, Broadcom surged 9% after announcing a $10 billion share buyback plan through the end of the year. Marvell Technology also bounced more than 9% after agreeing to sell its auto ethernet business for $2.5 billion in cash to Infineon Technologies.
Glen Tullman, chairman and chief executive officer at Livongo Health Inc., speaks during the 2015 Bloomberg Technology Conference in San Francisco, California, U.S., on Tuesday, June 16, 2015.
David Paul Morris | Bloomberg | Getty Images
Digital health startup Transcarent on Tuesday announced it completed its acquisition of Accolade in a deal valued at roughly $621 million.
Transcarent first announced the acquisition in January, and the company said it has received all necessary shareholder and regulatory approvals to carry out the transaction. Accolade shareholders received $7.03 per share in cash, and its common stock will no longer trade on the Nasdaq, according to a release.
“Adding Accolade’s people and capabilities will significantly enhance our existing offerings,” Transcarent CEO Glen Tullman said in a statement. “We’re creating anentirely new way to experience health and care. We are truly better together.”
Transcarent offers at-risk pricing models to self-insured employers to help their workers quickly access care and navigate benefits. As of May, the company had raised around $450 million at a valuation of $2.2 billion. Transcarent also earned a spot on CNBC’s Disruptor 50 list last year.
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Accolade offers care delivery, navigation and advocacy services. The company went public during the Covid pandemic in 2020 as investors began pouring billions of dollars into digital health, but the stock tumbled in the years following.
Accolade is the latest in a string of digital health companies to exit the public markets as the sector struggles to adjust to a more muted growth environment.
Transcarent said the executive leadership team will report to Tullman and includes representatives from both organizations. Accolade’s Kristen Bruzek will serve as executive vice president of care delivery operations, for instance.
Tullman is no stranger to overseeing major deals in digital health. He previously helmed Livongo, which was acquired by the virtual-care provider Teladoc in a 2020 agreement that valued the company at $18.5 billion.
General Catalyst and Tullman’s 62 Ventures led the acquisition’s financing, with additional participation from new and existing investors, the release said. The companies also leveraged cash from their combined balance sheet, and JP Morgan led the debt financing.
A drone operator loads a Walmart package into Zipline’s P1 fixed-wing drone for delivery to a customer home in Pea Ridge, Arkansas, on March 30, 2023.
Bunee Tomlinson
Zipline, a startup that delivers everything from vaccines to ice cream via electric autonomous drones, expanded its service to the Dallas area on Tuesday through a partnership with Walmart.
In Mesquite, Texas, about 15 miles east of Dallas, Walmart customers can sign up to receive orders within 30 minutes, delivered on Zipline’s newest unmanned aerial vehicles, known as P2 Zips.
The drones are capable of carrying up to eight pounds worth of cargo within a 10-mile radius, and can land a package on a space as small as a table or doorstep. The company, which ranked 21st on CNBC’s 2024 Disruptor 50 list, plans to expand soon in the Dallas metropolitan area.
Zipline CEO and co-founder Keller Rinaudo Cliffton said P2 Zips have “dinner plate-level” accuracy. They employ lift and cruise propellers and feature a fixed wing that helps them maneuver quietly, even through rain or gusts of wind up to 45 miles per hour.
In the delivery process, a P2 Zip will hover around 300 feet above ground level and dispatch a mini-aircraft with a container called the delivery zip, which descends on a long tether and moves into place using fan-like thrusters before setting down and allowing package retrieval.
Both the P2 Zip and the delivery zip use cameras, other sensors and Nvidia chips to determine what’s happening in the environment around them, and to avoid obstacles while making a delivery.
In March 2025, Zipline announced that its drones have logged more than 100 million autonomous miles of flight to-date, a number equivalent to flying more than 4,000 loops around the planet, or 200 lunar round trips, the company said in a video to mark the milestone.
Since it began operations in 2016, Rinaudo Cliffton said, Zipline has completed around 1.5 million deliveries, far more than competitors in the West. Wing, a Zipline rival focused on residential deliveries, has reported more than 450,000 deliveries since 2012.
Zipline initially focused on logistics in health care, making deliveries by drone to clinics and hospitals in nations where infrastructure sometimes impeded timely access to life-saving medicines, blood, vaccines and personal protective equipment. The company, valued at $4.2 billion in a 2023 financing round, is now making deliveries in Rwanda, Ghana, Nigeria, Côte d’Ivoire, Kenya, Japan and the U.S., and expanded well beyond hospitals and clinics.
In addition to Walmart, customers include Sweetgreen, Chipotle and other quick-serve restaurants, as well as health clinics and hospital systems such as Cleveland Clinic and Mayo Clinic.
Zipline’s launch in Mesquite comes days after President Donald Trump’s announcement of widespread tariffs roiled markets on concern that companies would face rising costs and a slowdown in consumers spending. Rinaudo Cliffton said he doesn’t anticipate massive impediments to Zipline’s business, as its drones are built in the U.S., with manufacturing and testing in South San Francisco.