Artificial intelligence companies are making a significant impact during this year’s Super Bowl, with all major players in the AI sector investing heavily in advertisements aimed at the anticipated audience of 130 million viewers. The price for a 30-second ad spot has reached a staggering average of $8 million, with some spots soaring to as high as $10 million, adding further financial pressure as brands endeavor to capture consumer attention amidst a competitive landscape.
A notable back-and-forth commenced in the lead-up to the game, sparked by an ad from Anthropic’s Claude that humorously criticized OpenAI’s decision to incorporate ads into ChatGPT. The bold move caught the eye of OpenAI CEO Sam Altman, whose response lent further traction to the narrative. Following a successful debut campaign last year with a 60-second spot, OpenAI is returning with its own advertisement this year, underscoring the increased competition among AI companies.
The surge in AI-focused advertisements reflects a shift in the Super Bowl ad landscape, with traditional major advertisers like automakers pulling back. Google, continuing its investment in AI, will promote its Gemini AI for the second consecutive year, building on previous campaigns for its Pixel features. Meanwhile, Amazon’s ad features actor Chris Hemsworth addressing humorous concerns about AI in the household, pointing to the broader societal intrigue surrounding these technologies.
Meta is also entering the fray, but rather than focusing on its chatbot, it is highlighting its Oakley Meta AI glasses, which grant users access to its AI tools. Smaller AI companies are seizing the opportunity to reach a mass audience as well. For instance, startup Genspark is marketing its AI productivity platform through an ad featuring actor Matthew Broderick, while Base44 showcases its app-development tool, emphasizing accessibility for users without extensive technical knowledge.
Wix, known for its website creation tools, is also present, promoting its new Harmony platform that leverages AI for web design. In a standout example of AI’s potential, Artlist.io is showcasing entirely AI-generated content in its 30-second spot, which was conceptualized just days prior to the Super Bowl and produced for a fraction of the usual cost.
In an intriguing twist, Svedka Vodka re-emerges into the Super Bowl spotlight after a lengthy hiatus, utilizing AI to resurrect its iconic Fembot character, introduced in early 2000s advertising. This modern take incorporates AI-trained choreography influenced by viral TikTok dances.
Other companies are employing AI less overtly. Xfinity, for instance, has harnessed AI technology to rejuvenate cast members from the classic film “Jurassic Park” in a new commercial. This innovative application of AI reflects the broader integration of technology into marketing strategies, potentially foreshadowing a transformative shift in how high-profile advertisements are conceived and produced.
The implications of this year’s Super Bowl ads may reverberate beyond the event itself, as advertisers reassess their production methods in a rapidly changing technological landscape. With the convergence of AI and advertising, the approach to Super Bowl spots may be forever altered, paving the way for a future where automated creativity meets high-stakes marketing.
