The Rise of AI in Super Bowl Advertisements: Key Moments from 2026

Following last year’s trend of employing AI in high-budget ad spots, the 2026 Super Bowl commercials took innovation a step further. Brands utilized AI not only to craft their advertisements but also to promote cutting-edge AI products. Love it or hate it, AI is now a mainstay in the advertising landscape, sharing the spotlight with blockbuster trailers and popular snacks. Let’s break down the standout moments from this year’s Super Bowl ads, showcasing a mix of robots, AI glasses, and even a splash of drama among tech founders.

Svedka’s AI-Driven Commercial

Vodka brand Svedka made headlines with what it claims is the first “primarily” AI-generated national Super Bowl ad. Titled “Shake Your Bots Off,” this 30-second spot features the brand’s robotic character, Fembot, alongside her companion Brobot, as they dance at a human party.

According to Svedka’s parent company, Sazerac, it took about four months to develop Fembot and train the AI to replicate facial expressions and body movements. However, the storyline still involved human input for overall coherence. The ad was created in collaboration with Silverside, the same AI team behind the controversial AI-generated Coca-Cola commercials. Launching an AI-generated ad during such a prominent event raises questions about the implications of AI in creative fields, sparking discussions on whether AI could replace creative jobs.

Anthropic’s Subtle Shade

Anthropic’s commercial focused on its Claude chatbot but took a cheeky jab at OpenAI, directly addressing its plans to incorporate ads into ChatGPT. The tagline, “Ads are coming to AI. But not to Claude,” cleverly highlights concerns about chatbots turning into mere marketing tools. This light-hearted dig escalated online, with OpenAI’s Sam Altman labeling the ad “clearly dishonest.” Instead of the usual celebrity rivalries, the tech world witnessed a humorous exchange reminiscent of pop culture feuds.

Meta’s Adventure with AI Glasses

Meta introduced its Oakley-branded AI glasses in a thrilling commercial, set against scenarios like chasing down a departing plane. The ad follows adventure-seekers, from skydivers to mountain bikers, showcasing how these glasses capture extreme moments. Featuring celebrities like IShowSpeed and filmmaker Spike Lee, the commercial illustrated the high-tech features such as slow-motion filming and hands-free posting to Instagram. Meta previously highlighted its wearable AI technology during last year’s Super Bowl, showcasing a similar emphasis on consumer engagement.

Amazon’s Dark Comedy Take

Amazon’s approach was both comedic and slightly unsettling, featuring Chris Hemsworth in a satirical ad titled “AI is out to get me.” Here, Hemsworth humorously portrays a character who believes Alexa+ is plotting against him, leading to various absurd mishaps. His comedic misfortune escalates to entertaining heights, engaging viewers while introducing Alexa+ and its enhanced capabilities. After more than a year of early access, the device officially launched to the broader U.S. market.

Ring’s Search Party Feature

Ring spotlighted its innovative “Search Party” feature designed to help reunite lost pets with their owners. The ad follows a young girl searching for her dog, Milo, illustrating how AI matches uploaded pet photos with potential sightings. Using the community network of users, the technology taps into nearby cameras, increasing the chances of success. Importantly, Ring recently made this service available to everyone, even those without a Ring security camera, emphasizing its community-centric approach.

Google’s Creative Home Design

Google’s advertisement showcased its latest image-generation model, the Nano Banana Pro. The ad follows a mother-son duo who use AI to transform their home design. They upload simple photos of bare rooms, prompting the AI to create personalized spaces. This user-friendly approach highlights how AI can facilitate creativity in everyday life, making sophisticated home design accessible to everyone.

Ramp’s Nostalgic Callback

Ramp scored big by recruiting Brian Baumgartner, known for his role as Kevin in “The Office,” for its Super Bowl spot. In the ad, Baumgartner uses Ramp’s AI-powered spend management platform to “multiply” himself, illustrating the effectiveness of automation in handling numerous tasks. The commercial cleverly incorporates a nostalgic nod to his character, as he is seen carrying a pot of chili, referencing one of the show’s most memorable scenes where he spills it.

Rippling’s Humorous Angle on HR

Rippling, a cloud-based workforce management platform, made waves with its first Super Bowl ad. Tapping into humor, the spot features comedian Tim Robinson in a playful narrative about onboarding an alien monster. The ad effectively highlights the challenges of HR while poking fun at the potential of AI automation to simplify complex processes.

Hims & Hers Takes on Healthcare Disparities

Hims & Hers focused on healthcare access in its Super Bowl commercial. The advertising spot cleverly critiques the lengths the wealthy go for wellness, drawing parallels with high-profile figures like Jeff Bezos and Bryan Johnson. The brand also spotlighted its AI-driven “MedMatch” tool for personalized treatment recommendations, particularly in mental health and wellness, emphasizing its commitment to improving healthcare access and outcomes.

Wix’s User-Friendly AI Platform

Finally, Wix unveiled its AI-powered Wix Harmony platform, promoting the ease of website creation as simple as chatting with a friend. Introduced in January, the innovative platform combines AI-driven creation and “vibe coding” with comprehensive editing capabilities. Wix also faced competition from its rival, Squarespace, which aired a more cinematic ad starring Emma Stone and directed by Yorgos Lanthimos.

In summary, the 2026 Super Bowl ads showcased the growing role of AI in advertising, with brands creatively leveraging technology to engage consumers. From heartfelt stories about lost pets to clever takes on AI fears, the themes were diverse and dynamic. With AI becoming a focal point in the advertising realm, it’s clear that this technology is not just a tool but a significant player in the game.

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Emmanuel Kesse

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