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Screenshot via TurboTax

This year's Super Bowl ads highlighted how torn society is over the promise of Big Tech. Some spots showed dystopian fears surrounding robots and automation, while others highlighted ways new technologies can improve health care, employment and connectivity.

Why it matters: The conflicting messages underscore the debate happening right now about whether automation and artificial intelligence will displace humanity or save it.

  • On one side, ads from TurboTax, Michelob Ultra and Pringles showed ways robots and voice assistants can't compete with human intelligence and emotion. Even Amazon ran a lengthy ad poking fun at the hiccups from its Alexa voice assistant.
  • On the other, tech companies like Google and Microsoft tried to showcase their human side with ads highlighting ways their companies aid veterans and children with disabilities.

There was also an irony in the millions of dollars spent on ads by streaming video companies. Netflix, Hulu, Amazon Prime and YouTube TV all purchased spots Sunday, serving as a reminder that traditional television — and particularly the Super Bowl — is still considered the top destination for high-level branding.

Another major theme this year was the power of female protagonists. Bumble, Toyota, Wix, Amazon Prime and Hulu all ran ads showing the power of women in sports, in the workplace, and in society.

Some companies got dinged on social media for their ads:

  • Anheuser-Busch InBev drew ire from corn advocates and farmers for a series of ads that dismissed using corn syrup in beer.
  • Verizon drew some online criticism for its ad lauding first responders, which didn't mention that the company throttled data for first responders in California in August.
  • T-Mobile took Twitter heat for ripping off an old internet meme.

Noticeably absent from the game this year was Coca-Cola, despite the fact that the Super Bowl took place in its backyard. The Atlanta-based beverage company ran a simple animated ad before kickoff, but let Pepsi take the spotlight this year with several spots and its usual half-time show.

Go deeper: Pricing plateaus for this year's Super Bowl ads

Go deeper

2 hours ago - World

UN Security Council meeting on Israel-Gaza as fighting enters 7th day

Smoke billows from a fire following Israeli airstrikes on multiple targets in Gaza on May 16. Photo: Mohammed Abed/AFP via Getty Images

The United Nations Security Council was preparing to meet Sunday, as the aerial bombardment between Israel and Hamas between entered a seventh day.

The latest: Four Palestinians died in airstrikes early Sunday, as Israeli forces bombed the home of Gaza's Hamas chief, Yehya al-Sinwar, per Reuters.

7 hours ago - World

In photos: Protests in U.S., across the world over Israeli–Palestinian conflict

A protest march in support of Palestinians near the Washington monument in Washington, D.C. on May 15. Photo: Andrew Caballero-Reynolds/AFP via Getty Images

Thousands of people rallied across the U.S. and the world Saturday following days of violence in Gaza and Israel that's killed at least 145 Palestinians, including 41 children, and eight Israelis, per AP.

The big picture: Most demonstrations were in support of Palestinians. There were tense scenes between pro-Israeli government protesters and pro-Palestinian demonstrators in Winnipeg, Canada, and Leipzig, Germany, but no arrests were made, CBS News and DW.com report.

Updated 14 hours ago - World

Biden in call with Netanyahu raises concerns about civilian casualties in Gaza

Photo: Ahmad Gharabli/Nicholas Kamm/Getty Images

President Biden spoke to Israeli Prime Minister Benjamin Netanyahu Saturday and raised concerns about civilian casualties in Gaza and the bombing of the building that housed AP and other media offices, according to Israeli officials.

The big picture: At least 140 Palestinians, including dozens of children, have been killed in Gaza since fighting between Israel and Hamas began Monday, according to Palestinian health officials. Nine people, including two children, have been killed by Hamas rockets in Israel.