Google has withdrawn a commercial for its Gemini AI system from the 2024 Paris Olympics coverage following an online backlash.
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| Gemini AI. Photo Illustration by Michael M. Santiago/Getty Images |
“While the ad tested well before airing, given the feedback, we have decided to phase the ad out of our Olympics rotation,” a Google spokesperson told The Morfeli Reporter.
The ad, titled “Dear Sydney,” featured a father discussing his daughter, a big fan of Olympic track and field athlete Sydney McLaughlin-Levrone. In the commercial, he uses Google’s Gemini AI chatbot to help his daughter write a letter expressing her admiration for Sydney.
“I’m pretty good with words, but this has to be just right,” he says before prompting Gemini to help write the letter.
However, after the "Dear Sydney" ad debuted, it faced significant backlash on platforms like X and Reddit. Critics noted that the ad turned a personal, emotional moment into something mechanical and seemed to discourage creative, thoughtful writing in favor of an automated alternative.
“This ad makes me want to throw a sledgehammer into the television every time I see it,” wrote The Washington Post’s Alexandra Petri.
Google, a major sponsor of NBC's Olympics coverage, has heavily promoted its AI tools, with the Gemini chatbot being just one part of that initiative.
Commercials are often designed to be thought-provoking or even controversial, though brands typically aim to evoke emotions or inspire. However, the rise of generative artificial intelligence tools in recent months has shifted some consumer perspectives on ads.
In June, Toys 'R' Us released an ad created entirely with Sora, OpenAI’s text-to-video tool. While some viewers were impressed by the quality, others were upset that AI was used for something traditionally created by humans.
In May, Apple pulled an ad for its iPad Pro titled “Crush,” which featured various instruments, including a guitar and piano, being crushed by a hydraulic press.
The ad also included items like emoji balls and an Angry Birds statue being smashed. Some viewers interpreted this as a symbol of big tech stifling creative endeavors.
