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Google’s AI ad sparks backlash

AI Backlash

Google recently faced backlash over its “Dear Sydney” Olympics ad.

The ad featured a father using Google’s Gemini AI to help his daughter write a letter to track star Sydney McLaughlin-Levrone. Many criticized the ad, calling it “tone-deaf” and accusing it of undermining human creativity and parenting.

“We don’t want this technology to replace the things that we love, these creative pursuits,” said David Teicher, chief content officer at Brand Innovators. “Outsourcing that to AI just takes away everything special about it.”

Following the negative reviews, Google pulled the ad and disabled comments on its YouTube video. The company had already spent an estimated $2.7 million on TV ads between its debut and August 1.

Google spokesperson Alana Beale defended the ad’s initial intent in a statement: “We believe that AI can be a great tool for enhancing human creativity, but can never replace it. Our goal was to create an authentic story celebrating Team USA. It showcases a real-life track enthusiast and her father, and aims to show how the Gemini app can provide a starting point, thought starter, or early draft for someone looking for ideas for their writing.”

Marketing experts weighed in on where Google went wrong and how companies should approach advertising new technologies, especially AI.

Shelly Palmer, a marketing consultant, criticized the ad for portraying a father needing AI as a “shortcut” rather than helping his child develop writing skills. He highlighted that the ad might unintentionally reinforce harmful stereotypes and called it “anti-human.”

Ellie Bamford, chief strategy officer at VML, stressed the importance of using AI to amplify human skills rather than replacing genuine human interaction.

Google’s tone-deaf AI ad removal

She suggested that Google should have demonstrated how Gemini could assist with mundane tasks to free up time for creative ventures instead. Stephanie Spicer, president of the ad agency Luquire, commented on the emotional disconnect the ad created. “Because it is a cute story, with a cute little girl and a caring father, it is easy to miss that it is essentially telling us that our own words and feelings are less important than having something ‘polished,'” she wrote.

Generative AI is a relatively new phenomenon, with its use skyrocketing from 7.8 million monthly users in 2022 to 100 million in 2024. Michael Miraflor, chief brand officer at VC firm Hannah Grey, noted that many people are initially uncomfortable or confused by AI’s role in creative processes. Amy Chen, director of experience at Siegel+Gale, expressed concerns over how such ads impact the future of self-expression and creative development in children.

“This little kid is at the beginning of the rest of her life, … but you’re not allowing her to articulate that or even start to try to define what her voice is,” she lamented. Chen suggested that showing an experienced adult using Gemini would have been a better choice, as it would not interfere with the formative creative skills of children.

She emphasized that AI should not be about “accelerating perfection,” but appreciated for “the beauty in imperfection, especially when it comes from a kid.”

Clearly, wrong messaging in AI marketing can lead to misinterpretations and negative perceptions. Companies need to be mindful of these pitfalls to ensure their technology is perceived as a tool that enhances rather than replaces human creativity.

Howie Jones

Howie is an expert in business, software, and it's applications. She writes on various technologies and their uses in enterprise businesses.
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