The 85M ad sent to a broken site.

AI.com ran a superbowl ad

They spent $15 million on airtime and $70 million on the domain.

They sent people to a site running on basic infrastructure. When the ad ran and people visited their site in mass - it crashed.

They missed a technical configuration that would have cost roughly 0.005% of their total budget to implement - less than a single second of their runtime.

For the users who did manage to load the page, the funnel failed at the conversion point:

✦ They had no clear value proposition. Their home page is just a ‘claim your handle’ CTA with a vague mission statement.

✦ Visitors didnt understand their product enough to complete the sign up process. Users were confused when asked to claim two separate URL handles (one for themselves and one for their AI).

✦ Card details were asked for before any trust was created. Asking for data (especially financial) before providing value makes you seem dodgy.

The marketing did its job. The website failed to process the result.

We see this often. Perfect marketing and socials are pointless if the website doesn’t convert.

Even if you aren't handling millions of visitors, the mechanics are the same:

Marketing is the promise. Your website is the fulfillment. If the conversion point is broken, you are wasting marketing spend.