Microsoft's Super Bowl message says human creativity is over. Should I panic?

Microsoft CoPilot logo on a colored background
(Image credit: Microsoft)

It's Super Bowl commercial time again, and this year's promo from Microsoft pushes its mission to get its AI efforts off the ground – although all while setting up a worrying vision of the future of creativity.

Microsoft, despite its foresight to invest heavily in the early days of ChatGPT, has seen its own separate efforts to integrate AI tech into its products not exactly go to plan. Since launching its revamped AI-powered Bing, it has seen its share of the market grow a miserly half a percentage point, while ChatGPT manages to attract over a hundred million active users a month. Google's more hesitant rollout of Bard (potentially now called Gemini) hasn't hurt its market share with over ninety percent of search.

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Gareth Bevan
Reviews Editor

Gareth is a photographer based in London, working as a freelance photographer and videographer for the past several years, having the privilege to shoot for some household names. With work focusing on fashion, portrait and lifestyle content creation, he has developed a range of skills covering everything from editorial shoots to social media videos. Outside of work, he has a personal passion for travel and nature photography, with a devotion to sustainability and environmental causes.