Google took a new approach to this year's Super Bowl ad by putting the spotlight on 50 small business owners across the U.S., one in every state.

The company also launched a website to highlight all. But the most interesting part of the campaign is that each spot will run in each business owner’s respective market

During the Super Bowl, the Google Workspace campaign -- 50 Stories, 50 States -- will feature different small business owners sharing their stories. Each are targeted in specific regions across the U.S. They highlight how Gemini in Workspace helps them transform their business.

Vidhya Srinivasan, vice president and general manager of ads at Google, seemed to expand on the theme of the campaign before it was announced at the recent IAB ALM conference in Palm Desert, California.

At IAB ALM, Srinivasan highlighted Google's position in a variety of technologies from AI to quantum computing in her presentation, and how computing speeds will support a variety of services from advertising to research for all types of businesses, even small and medium-sized ones. 

The fifty 30-second TV spots will air in each business owner’s respective market during the Super Bowl on February 9. 

Google will launch a dedicated website on January 30 to spotlight all 50 small-business owners and their respective local ads.

What makes this campaign so unusual is that Google found a company in Wyoming where most of the people are not tech-savvy to showcase how a wildlife guide service uses its AI products.

Each ad about a specific small business will run in its own local market. For example, folks from Hawaii to Texas to New Jersey and Wyoming will learn about a local small business in their own state during this year’s big game.

The campaign demonstrates the real-world impact of artificial intelligence (AI) on everyday businesses. By showcasing the successes of small businesses and customers leveraging AI, Google aims to empower this crucial sector of the economy and drive innovation across the country.

Small businesses are the backbone of the U.S. economy, as well as Google’s business. More than33 million businesses in the U.S. are small businesses as of 2023, and many are increasingly using AI. Nearly 80% of them have adopted or have it on their radar to do so.

Some 91% of those who actively use AI believe it will help their business grow.

A blog post provides more information on the campaign.