LADbible and Google enlist Harry Kane to promote AI Bard feature

LADbible and Google have collaborated with footballer Harry Kane in a bid to promote Google’s Bard feature to “a social generation”.

The partnership sees the media group launching a social-first content series with Kane experimenting with the AI tool and translating into German and English both languages, following his move to Bundesliga club Bayern Munich.

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Filmed in Munich, the content series sees Kane creating playful scenarios to help with everyday challenges he might face whilst living in Germany on and off the pitch, including requesting ideas for different goal celebrations and explaining the offside rule during a rhyme to a young child.

The activation will go live on LADbible and SPORTbible channels, with the pair having a combined audience of 115.4 million.

Google UKI VP Marketing Eileen Mannion: “We’re thrilled to be teaming up with Harry Kane on our latest campaign which shows how Google’s conversational AI, Bard, can help anyone – even an England football captain! – in everyday situations.

“This series of content, shot with our friends at LADbible Group, shows how this technology can help Harry in his new life playing football in Germany.”

LADbible Group Executive Creative Director, LA Ronayne, added: “It’s been a real treat to work with Google again as well as Harry Kane, leveraging our highly engaged community of young people.

“Across our LADbible Group portfolio, we reach over a billion people every month. We look forward to showing how brilliant Bard is as a cultural tool, by placing it at the heart of football culture”.