This week, Apple dropped two new ads for its Apple Intelligence AI-powered assistant tools. On the surface they both seem like goofy, sitcom-style slices of life.
In one, the office idiot turns zhuzhing into a perfectly professional email that impresses—and surprises—his boss. In the other, a woman forgets her husband’s birthday, but utilizes Apple’s AI magic to make him a heartwarming video full of memories with his daughters in mere seconds.
In theory, this is funny, relatable fodder for a commerical. We’ve all been caught in a forgetful moment, or want to sound better in an email. And in isolation, there’s nothing wrong with these ads, both created in-house and directed by the comedy ad master David Shane.
But these ads don’t exist in isolation. From Apple’s “Crush” ad to Google’s Olympic flub with its Gemini ad to the last round of Apple Intelligence ads featuring Bella Ramsey, Apple is part of a bigger trend of tech companies using AI to punch down at the very people who are supposed to use the technology.
A new era for AI marketing
With its new ads, Apple seems to be pitching its AI tools as a cure for the dumb and lazy. But they’re also using them as a stand-in for basic human consideration. Just look at that Dad’s face when he sees that video. Or how happy that guy is when Ramsey remembered his name (with the help of AI, of course) from a spot released in September. It’s one thing to spruce up a work email; it’s another to outsource your relationships to AI.
What’s weird about this new vibe is that Apple is no stranger to infusing technology product ads with a perfect balance of heart and humor.
Take a look at the 2013 holiday spot “Misunderstood.” At first it looks like a typical teen is ignoring his family during all kinds of holiday fun. But instead of whatever phone distraction we can imagine hypnotizing him, it’s eventually revealed he was making a heartwarming film about his family the whole time.
Or how about the series of ads called “The Underdogs”? Launched in 2019, the series highlights almost every Apple product—including the round pizza boxes—while still crafting a hilarious story, filled with incredibly human characters. We get to know this kooky collection of co-workers as they come up with ideas, start a new company and more, all with the help of Apple tools and products.
In all of these campaigns, the tools of the future enhance our humanity, they’re not a replacement for it. So far, Apple Intelligence is showing us how to construct a false impression of ourselves, with no incentive to get better.
Why bother when AI will do it all for you?
