AI Takes Center Stage in Super Bowl Advertising

The 2026 Super Bowl ads marked a surge in artificial intelligence use, with brands employing AI both to craft commercials and to market AI products. Vodka maker Svedka debuted what it called the first primarily AI‑generated national spot, while Anthropic launched a cheeky ad poking fun at OpenAI’s ad plans. Meta highlighted AI‑powered glasses, Amazon introduced Alexa+, Ring promoted its AI pet‑reunion feature, and Google showcased a new image‑generation model. Other companies such as Ramp, Rippling, Hims & Hers, Wix and Squarespace also leveraged AI themes, sparking conversation about the technology’s role in creative work.

AI Dominates the Super Bowl Advertising Landscape

The 2026 Super Bowl commercials continued the previous year’s trend of featuring artificial intelligence, but this time the technology moved from a supporting role to the spotlight. Brands used AI not only to promote new AI‑driven products but also to generate the ads themselves, prompting debate over the future of creative jobs.

AI‑Generated Spot from Svedka

Vodka brand Svedka claimed its 30‑second spot, “Shake Your Bots Off,” is the first primarily AI‑generated national Super Bowl commercial. The ad stars the brand’s robot character Fembot and a new companion, Brobot, dancing at a human party. According to the company’s parent, Sazerac, it took roughly four months to reconstruct Fembot and train the AI to mimic facial expressions and body movements. The storyline, however, remained a human task. Svedka partnered with Silverside AI, the same team behind recent AI‑generated Coca‑Cola commercials, to produce the spot.

Anthropic’s Playful Jab at OpenAI

Anthropic’s commercial used humor to address OpenAI’s plan to introduce ads to ChatGPT. The ad’s tagline, “Ads are coming to AI. But not to Claude,” mocked the idea of an AI assistant turning into a hype man for products like “Step Boost Maxx” insoles. OpenAI CEO Sam Altman responded on social media, calling the ad “clearly dishonest.”

Meta’s AI Glasses and Celebrity Cameos

Meta highlighted its Oakley‑branded AI glasses designed for sports, workouts and extreme adventures. The ad featured thrill‑seekers such as skydivers and mountain bikers, with cameo appearances by IShowSpeed and filmmaker Spike Lee demonstrating slow‑motion filming, hands‑free Instagram posting and other advanced features. The brand had previously used wearable AI tech in last year’s Super Bowl ad with stars like Chris Pratt, Chris Hemsworth and Kris Jenner.

Amazon’s Satirical Alexa+ Launch

Amazon’s commercial starred Chris Hemsworth in a tongue‑in‑cheek storyline where AI appears to target him. The ad exaggerated common AI fears—Alexa+ closing a garage door on Hemsworth’s head and shutting a pool cover while he swims—before unveiling the new Alexa+ with enhanced intelligence for smart‑home management and vacation planning.

Ring’s Community‑Driven Pet‑Reunion Feature

Ring’s spot showcased its “Search Party” feature, which uses AI and a community network to help locate lost pets. The commercial follows a young girl searching for her dog Milo, illustrating how users can upload a pet’s photo, allowing AI to match images and tap into nearby cameras and the broader Ring community. The feature is now available to anyone, even without a Ring security camera.

Google’s Nano Banana Pro Image Model

Google introduced its Nano Banana Pro image‑generation model in a commercial that follows a mother and son as they use AI to envision and design their new home, transforming photos of empty rooms into personalized spaces with just a few prompts.

Other Brands Leveraging AI Themes

Financial platform Ramp featured actor Brian Baumgartner (Kevin from “The Office”) using its AI‑powered spend‑management solution to “multiply” himself, referencing his iconic chili‑spilling scene. Rippling hired comedian Tim Robinson for a spot about onboarding an alien monster, poking fun at HR challenges and AI automation. Hims & Hers addressed health‑care disparities, referencing wealthy health pursuits while promoting its AI‑powered MedMatch tool for personalized treatment recommendations. Website builder Wix spotlighted its AI‑driven Wix Harmony platform, promising website creation as easy as chatting with a friend, while competitor Squarespace aired a cinematic ad starring Emma Stone, directed by Yorgos Lanthimos.

Industry Impact and Discussion

The heavy reliance on AI in these high‑profile ads sparked conversation about whether AI will replace creative jobs and how brands can responsibly integrate the technology. Regardless of the debate, the 2026 Super Bowl demonstrated that AI has become a central narrative in modern advertising, influencing both product promotion and the very creation of the commercials themselves.