Google pulled its “Dear Sydney” ad from the Olympics TV rotation following significant backlash over its storyline.
The ad, developed in-house to promote Google’s Gemini AI platform, was intended to be heartwarming but was criticized for being tone-deaf to AI concerns.
In the ad, a father uses Gemini AI to help his daughter write a letter to her idol, Olympic track star Sydney McLaughlin-Levrone. The backlash stemmed from the ad’s portrayal of AI taking over what many see as a formative childhood act, which sparked debates about AI’s role in personal and creative tasks. Watch below:
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Critics took to social media, expressing concerns about the ad’s tone and implications. Some saw it as a reinforcement of existential fears that AI could replace meaningful human activities. The ad aired widely during NBCU’s Olympics coverage but was pulled after airing nationally on July 30th.
Google initially defended the ad, emphasizing that AI can enhance human creativity rather than replace it. “Our goal was to create an authentic story celebrating Team USA,” a Google spokesperson said. The company claimed that the ad showcases a real-life track enthusiast and demonstrates how Gemini can serve as a thought starter for writing ideas.
However, this controversy marks the second issue Gemini has faced this year. In March, Google suspended Gemini’s image-generating capabilities due to insensitive and inaccurate outputs. Comparisons were drawn between “Dear Sydney” and Apple’s recent “Crush” ad, highlighting similar marketing missteps.
Despite pulling the ad, Google continues its presence at the Olympics with NBCU partnerships, utilizing its AI YouTube Overviews feature and promoting a content series starring Leslie Jones. However, the backlash serves as a cautionary tale for tech companies navigating the sensitive terrain of AI in marketing.
To catch up on other Olympic ads, click here.
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