The 2026 Super Bowl commercials marked a significant innovation in advertising, showcasing artificial intelligence (AI) not only as a theme but as a foundational element in content creation. The ads ranged from playful to dramatic, demonstrating how brands are adapting to the evolving tech landscape and consumer preferences.
Vodka brand Svedka made headlines with what it claimed was the first “primarily” AI-generated Super Bowl ad. Titled “Shake Your Bots Off,” the 30-second spot featured an animated robot duo, Fembot and Brobot, dancing at a human party. Developed in partnership with AI company Silverside, the ad’s creation involved four months of work, including programming the AI to mimic facial expressions and movements. While Svedka relied heavily on AI, it maintained that elements like storyline development were still conceived by human creators, igniting discussions about AI’s role in creativity and its implications for jobs in the industry.
Anthropic took a more confrontational approach with its ad promoting the Claude chatbot. The commercial indirectly mocked rival OpenAI’s plans to include advertisements within its services, presenting a light-hearted but pointed jab at the idea of AI becoming inundated with promotional content. The ad escalated tensions into an online exchange, with OpenAI’s CEO Sam Altman labeling it “clearly dishonest,” thus adding an edgy layer to the competitive landscape of AI development.
Meta showcased its latest Oakley-branded AI glasses, designed to enhance the experiences of thrill-seekers engaged in extreme sports. The ad featured personalities like IShowSpeed and filmmaker Spike Lee demonstrating the glasses’ capabilities for capturing and sharing high-octane moments, a continuation of Meta’s efforts to generate consumer interest in wearable tech following a previous Super Bowl appearance.
Amazon’s ad, starring Chris Hemsworth, embraced dark humor by depicting exaggerated scenarios where Alexa+ appeared to conspire against him. Each mishap, escalating from amusing to absurd, humorously reflected common public apprehensions about AI’s growing influence. The ad also unveiled the enhanced Alexa+, which boasts improved smart home management features.
Ring’s commercial introduced viewers to its “Search Party” feature, leveraging AI and community connections to help reunite lost pets with their owners. It highlighted a heartwarming narrative of a girl searching for her lost dog Milo, demonstrating how users could upload a photo of their pet to aid in the search. The feature, now available to all, reflects Ring’s commitment to community-oriented technology, reporting success in reuniting pets daily.
Google took a more utilitarian approach by promoting its Nano Banana Pro, an advanced AI image-generation model. The ad illustrated a mother and son using AI to visualize their home renovations, showcasing the technology’s practicality in transforming everyday tasks into personalized experiences.
Ramp, in a clever marketing move, enlisted Brian Baumgartner, known for his role in “The Office,” to promote its AI-powered spend management platform. The ad humorously depicted Baumgartner multiplying himself to handle work efficiently, integrating a nod to his television persona with a memorable chili pot incident.
Rippling’s first Super Bowl ad, featuring comedian Tim Robinson, humorously addressed HR challenges by portraying the onboarding of an alien monster, highlighting the potential of AI automation in simplifying complex processes.
Meanwhile, health company Hims & Hers leveraged its ad to address inequalities in healthcare access, wittily framing the narrative around the extravagant lengths wealthy individuals go for health longevity. The company highlighted its AI-driven “MedMatch” tool aimed at improving personalized treatment recommendations.
Wix showcased its AI-powered platform, Wix Harmony, positioning it as a user-friendly solution for website creation, while its competitor Squarespace opted for a more cinematic approach with an ad featuring Emma Stone, directed by Yorgos Lanthimos.
Overall, this year’s Super Bowl ads offered a glimpse into the future of advertising, as brands navigated the fine line between innovation and public sentiment regarding AI’s expanding role in creative processes. With bold strategies and narratives, companies seized the moment to engage viewers in discussion about technology’s impact on everyday life and work.
