Misguided Apple Intelligence Ads ⇥ tidbits.com
Adam Engst, TidBits:
In the first ad, Apple Intelligence enables a goof-off who wastes time and annoys his colleagues to surprise his boss with an unexpectedly well-written email. It’s not clear that the boss is impressed; he just can’t believe the guy would have written a professional message.
[…]
The second ad channels a similar suggestion — that Apple Intelligence is a crutch for the thoughtless. […]
It’s really quite a different message than a bicycle for the mind.
These ads come across either as unimaginative as the people they represent, or as a Freudian slip, depending on your perspective.
The first is a little better than the second because it at least hints at something I bet many of us dread: writing work email. But why not a version which elevates someone who cares? The armchair director in me wants this to be an employee who is clearly trying hard, writing a frustrated email to someone who is not, and needing to adjust the tone of a pretty mean email.
The second ad is beyond helping. If someone had handed me their own phone with a photo slideshow at any point in the past five years, I would have assumed they did not make it themselves. I do not know anybody in real life who has ever done so.
I know there are many A.I. skeptics out there — those who think the whole thing is a bust. But even if that describes you, try setting that aside and put on your best marketing smile: even you can probably imagine a handful of ways to show features like these in ways that do not make people look lazy or forgetful. How about someone struggling to find the words for something, using Writing Tools for inspiration, and then making edits to fit their personality? Or someone searching through their photo library with vague terms for a specific picture — say, a special dinner with a particular dish they want to make again? Or someone finding memories of an apartment they are leaving as they move to another city? I am sure someone on the marketing team pitched ideas like these and they were shot down for one reason or another, but they all feel more palatable to me than what I see here.
Update: I live my life by the adage never read the comments but, in this case, it would have been useful. “Joe Mac User” on TidBits points to two other ads, one of which is pretty similar to my thoughts of how to improve the first of the ads Engst linked to. Maybe that makes me biased, but it is easily the least inappropriate of these four.