Meta’s AI Ad Uses a David Bowie Song About the Apocalypse

Meta has launched a new pro-AI ad campaign aimed at fostering positive feelings about artificial intelligence. Interestingly, they chose a David Bowie song about the world ending to drive the message home.

This campaign seems to be part of a larger initiative by Meta to change public sentiment on AI. It features Bowie’s 1972 track “Five Years,” which includes the line “Earth was really dying (dying).” Depending on your perspective, this choice could be seen as ironic or a serious oversight.

What’s Actually in the Ad?

The campaign aims to counter what tech insiders refer to as “doomerism,” the belief that AI could pose an existential threat. Meta wants viewers to feel hopeful about AI’s future. The visuals are warm, the message is uplifting, and the overall tone suggests, “Trust us, everything’s fine.”

However, there’s a catch: the soundtrack. “Five Years” isn’t a cheerful song. Bowie wrote it as a countdown to Earth’s demise after astronomers reveal the planet has only five years left. The lyrics in the ad include the phrase “Earth was really dying,” which clashes with the hopeful visuals.

As Wired pointed out, once you recognize the song’s meaning, the disconnect between its message and the ad’s intent becomes glaring.

Light on Details, Heavy on Vibes

Aside from the music choice, Engadget noted that the campaign lacks specific details. There’s no clear explanation of what Meta’s AI does, what problems it addresses, or why users should trust it. It’s an ad about AI that doesn’t actually explain AI.

This strategy is common among large tech firms today. Instead of focusing on features, which can draw scrutiny, they prioritize emotions. The aim is to make you comfortable with the idea of AI before you decide whether to use it. Think of it like a car ad that showcases a family road trip without mentioning fuel efficiency or safety ratings.

For Meta, gaining public trust in AI is particularly important. The company is heavily investing in its AI assistant for Facebook, Instagram, and WhatsApp. CEO Mark Zuckerberg has identified AI as a key focus for the next decade. Engaging regular users, not just tech fans, is crucial.

Why the Song Choice Matters

Music licensing for ads isn’t taken lightly. Companies invest significant time and money to secure specific tracks, and they usually know what they’re getting. Using “Five Years” might be a bold move, playing into the tension between fear and hope surrounding AI. Alternatively, it could be a sign that someone in the approval chain wasn’t fully aware of the song’s context.

The David Bowie estate hasn’t commented on the use of the track yet. While Bowie’s music has appeared in ads before, it’s usually for songs with less intense themes.

What This Means

This ad campaign won’t change how Meta’s AI products work. However, it does reveal the company’s priorities. Meta is investing real money to influence how you feel about AI before you form a complete opinion.

If you use Facebook, Instagram, or WhatsApp, you’ve likely encountered Meta AI in some shape or form. It appears in search bars, chats, and image tools across all three platforms. The company wants that presence to feel familiar and welcoming rather than intrusive or unsettling. Campaigns like this are designed to ease that introduction.

Whether the Bowie song undermines the message depends on the audience’s familiarity with it. For younger viewers who don’t recognize the track, it serves as a moody backdrop. For those who know Ziggy Stardust, it tells a very different story.

Community Reactions

“They literally used a song about Earth dying to sell you on AI. I don’t think anyone in that meeting had ever actually listened to Five Years.”

“Honestly, the ad would have worked better if they leaned into the irony on purpose. At least that would’ve been interesting.”

What To Watch

• Meta AI expansion: Keep an eye on Meta as it rolls out AI assistant features across its apps throughout 2026. Expect advertising to ramp up around each major update.
• Public response to the campaign: The song choice could either become a notable PR story or a minor detail, depending on how far the Bowie connection spreads on social media.
• Competitor campaigns: Google and OpenAI are also running public-facing AI awareness efforts. It’ll be interesting to see how Meta’s approach stacks up in terms of consumer sentiment over the next few months.
• Regulatory context: The EU’s AI Act, which governs how AI can be used and marketed in Europe, is in active enforcement. How Meta presents AI in its ads could draw scrutiny from regulators.