On Thursday, Meta premiered a new advertisement on its official Instagram account, aimed at reassuring viewers of the positive potential of artificial intelligence in fostering human connections. The ad features David Bowie’s iconic track "Five Years," a song centering on themes of the apocalypse, introducing an intriguing juxtaposition.
The ad’s narrator declares, “Call us optimists, call us dreamers, call us whatever the hell you want—but we’re betting on people, and we like those odds.” Accompanied by visuals of familial bliss—toddlers with butterflies and parents enjoying moments with their infants—Meta attempts to showcase practical applications of its controversial smart glasses, steering clear of negative implications often discussed regarding their misuse.
Interestingly, the segment of "Five Years" included in the advertisement echoes sentiments of collective human experience:
I heard telephones, opera house, favorite melodies
I saw boys, toys, electric irons and TVs
My brain hurt like a warehouse, it had no room to spare
I had to cram so many things to store everything in there
And all the fat, skinny people
And all the tall, short people
And all the nobody people
And all the somebody people
I never thought I’d need so many people
However, the ad notably omits more poignant lyrics that speak of earth’s impending doom, starting with the lines:
News had just come over
We had five years left to cry in
News guy wept and told us
Earth was really dying
In response to inquiries about the choice of song, Meta spokesperson Francis Brennan emphasized Bowie’s own interpretation of “Five Years,” suggesting it reflects an optimistic view of the future. Brennan quoted Bowie’s sentiment that individuals should transform fears about the future into waves of hope.
Despite this interpretation, sources indicate that the overarching message of the song speaks to a grim urban chaos as humanity grapples with an impending apocalypse, a context that raises eyebrows regarding its use in a promotional campaign for AI.
Jeremy D. Larson, a deputy director at Pitchfork, expressed skepticism toward the ad’s message, calling its use of a song tied to human connection amid apocalyptic themes either misguided or “really insidious." He pointed out the ethical dilemma of taking art out of context for commercial purposes, indicating that it feels particularly inappropriate to use Bowie’s legacy in an AI advertisement.
As various tech companies seek to foster goodwill amid growing concerns about the societal impacts of their innovations, many are struggling to create authentic narratives that convince the public their technologies are not harmful. Recent examples include dramatic advertising from Anthropic and Google, attempting to blend positivity with critique of current societal troubles. These ads highlight a growing trend where businesses are grappled with expressing a balance of technological advancement and the fears that accompany them.
