50 States, 50 Small Business Stories at the Big Game

Next Sunday, when the Kansas City Chiefs face off against the Philadelphia Eagles, fans across the nation will gather to cheer on their teams, enjoy some snacks and drinks, and maybe even catch a few memorable commercials. This year's big game, however, will offer something unique to unite viewers from all 50 states.

We're excited to showcase 50 commercials, each highlighting a different small business from every state that's harnessing the power of AI to enhance their operations. If you're in Texas, you'll get to know Bison Coolers, while Oregonians will discover Jacobsen's Salt Co. These businesses are the backbone of the American economy, and through this innovative project, we're celebrating their ingenuity, perseverance, and the remarkable ways they're utilizing AI to revolutionize their work and focus more on what they love.

These local ads spotlight small businesses and nonprofits that leverage Google Workspace with Gemini. Harris Beber, who leads Global Marketing for Workspace, shared, "We wanted to demonstrate the real-world applications of AI in Workspace and how it's making a tangible difference for businesses." What better way to illustrate the diverse impact of AI on American businesses than by letting them share their own stories?

Spotlighting small businesses using AI

The focus on AI for small businesses underscores their vital role in the U.S. economy. With nearly 34 million small businesses comprising 99.9% of all U.S. businesses and employing over 59 million people—almost 46% of the workforce—their significance is undeniable. Yet, they face unique challenges. Harris notes, "Small business owners juggle numerous roles and must solve problems independently." Gemini, now a key feature in Workspace business and enterprise plans, provides tools that assist with tasks from drafting grant proposals to creating marketing content and designing in Slides—tasks that might have previously been out of reach due to time, skills, or resources.

Keri Buchanan, who heads Growth Marketing for Google Workspace, understands these challenges firsthand, having briefly left Google to start her own business a decade ago. She's seen how AI can fill crucial gaps. Reflecting on her own experience, she says, "When I think about how small businesses are using AI, I recall the tedious aspects of starting a business that AI could have simplified—like logo design, website building, and patent filing." She finds it inspiring to see business owners using AI to streamline their daily tasks, freeing up time to pursue their passions.

Stories of innovation:

Founded in 2019 by sisters Annie, Mollie, and Grace, 3 Farm Daughters in Grand Forks, North Dakota, is dedicated to delivering fresh, nutrient-rich produce directly from their family farm. Growing up in an area renowned for its fertile black soils, the sisters developed a deep passion for farming. They now use Gemini in Docs to craft and refine their social media content, a crucial element for their expanding business.

Hog Island Oyster Co., based in San Francisco, California, started farming in 1983 with a mission to produce the highest quality, sustainable shellfish. Operating on 250 acres across Tomales and Humboldt Bays, they cultivate all five edible oyster varieties from the Northern Hemisphere, plus Manila clams. With Gemini in Sheets, Hog Island's team efficiently tracks and analyzes their inventory, streamlining sorting and processing.

Ace Sign Co., a Springfield, Illinois-based company with 84 years of history and six generations of family involvement, has embraced technological advancements while prioritizing customer satisfaction and quality. They rely on Google Workspace for daily communication and have integrated Google AI to expedite their design mock-up process. What once took hours now takes minutes thanks to Gemini in Slides.

TruckHouse, established just five years ago in Sparks, Nevada, draws inspiration from the 1980s compact 4x4 campers. Today, they craft modern expedition vehicles, manufacturing everything in-house. As a burgeoning business, TruckHouse uses Google Workspace for communication and Gemini to create essential content like marketing newsletters and emails.

The Gilford Village Store in Gilford, New Hampshire, established in 1836, has evolved from the town's primary trading post to a cornerstone of the local community. Co-owners Craig and Kristen Jordan use Gemini in Sheets to manage and analyze menu prices, gaining insights into their financial performance.

The goal of these ads is to share stories of real people using Google Workspace with Gemini to benefit their businesses and communities. "If a cattle rancher in Nebraska and a boat maker from Maine can leverage AI for success, we believe any business can," Harris asserts. Keri adds, "Some of these uses of AI are simple yet ingenious—things like drafting grant proposals or catching up on emails."

Jeff Curry, Director of Creative Studio for Google Cloud, emphasizes the diversity of the project: "We wanted each story to resonate with its community and location."

Finding — and filming — 50 small businesses across the country

When Harris first conceived this project, he turned to Gemini for help: "I had a big idea and needed to create a strategy document." Keri laughs, "Harris had this wild idea, and our creative and production team got to work." Starting with thousands of Workspace customers, they used Gemini to refine their selection criteria, focusing on diversity in location and industry, and the innovative ways businesses were using AI. With Gemini's assistance, they narrowed their list to under 500 companies and then used AI Studio to quickly review and summarize interview transcripts, cutting the selection process down from hours to just 15 minutes.

After selecting the final 50 businesses, the team had just 10 weeks to film. "We couldn't use just one production company for 50 shoots in 50 states!" Harris explains. They assembled a crew of 50, divided into five teams, to capture footage across the country in a matter of weeks. Interview transcripts were then uploaded to NotebookLM to extract compelling quotes and voiceover lines for the ads, streamlining the entire process.

No matter where you live—from O'ahu, Hawaii, to Fort Worth, Texas, or Oldwick, New Jersey—you'll get a glimpse into a local small business during the big game. Keri hopes these ads will not only excite the featured companies but also inspire entrepreneurs nationwide: "With Gemini now available to all Workspace customers, we're eager to see the next wave of inspiring stories!"