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A number of Super Bowl ads this year highlighted the debate over whether automation and artificial intelligence will displace human workers or improve productivity. Some ads demonstrated the fears society has with regard to robots and automation, while others highlighted ways new technologies can improve health care, employment and connectivity. TurboTax, Michelob Ultra, Pringles and Amazon showed ways in which robots and voice assistance cannot compete with human intelligence and emotion, while tech companies like Google and Microsoft tried to showcase their human side with ads highlighting ways their companies aid veterans and children with disabilities. Other themes in this year’s ads were the power of female protagonists and women in the workplace and society and the role of traditional television in high-level branding.

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Photo Credit: Image screenshot via TurboTax on