When I first saw Google’s latest commercial, I couldn't help but think, "Is it just me, or is this really off?" After seeing it multiple times, my initial impression only solidified.
The ad begins innocently enough with a father talking about his daughter’s admiration for Olympic gold medalist Sydney McLaughlin-Levrone. She’s such a big fan that she wants to write Sydney a letter and asks her dad for help – and here’s where things take a strange turn.
Enter Google’s Gemini AI. The dad prompts Gemini to help write the letter: “Help my daughter write a letter telling Sydney how inspiring she is and be sure to mention that my daughter plans on breaking her world record one day. (She says sorry, not sorry.)”
At a glance, you can see the potential fit for generative AI – acting as a writing coach or assistant for someone who might find writing challenging. And what could be more intimidating than writing to your idol?
But there’s something inherently unfeeling about using AI to craft a message meant to convey personal inspiration. Sure, Gemini is generating a first draft that the father and daughter will (hopefully?) personalize. Yet, imagine Sydney receiving a stack of nearly identical letters – the sincerity gets lost in automation.
Linda Holmes, novelist and host of the Pop Culture Happy Hour podcast, summed it up perfectly: “Obviously there are special circumstances and people who need help, but as a general ‘look how cool, she didn’t even have to write anything herself!’ story, it SUCKS. Who wants an AI-written fan letter??”
Holmes also pointed out, “A fan letter is a great way for a kid to learn to write! If you encourage kids to run to AI to spit out words because their writing isn’t great yet, how are they supposed to learn?”
I agree. While I’ll never be an Olympic athlete, I do occasionally receive complimentary messages as a tech blogger. And I’d much rather get a brief, heartfelt, human-authored email saying “YOU’RE GREAT!!” than a detailed, AI-generated form letter.
This commercial, while not as egregious as Apple’s infamous “smash all of humanity’s achievements into an iPad” moment, highlights the challenge of pitching AI as a tool for everyday use. Sometimes, the human touch is irreplaceable.
