Brands Leverage AI for Bold Super Bowl Ads from Svedka to Anthropic
The 2026 Super Bowl showcased a noteworthy trend in advertising, with brands prominently using artificial intelligence (AI) to create commercials and to market AI products. This shift is evidence of how technology is becoming a significant element in high-profile advertising spots, often generating debate about the future of creativity within the industry.
Key Highlights from the 2026 Super Bowl Ads
Svedka Vodka’s AI Breakthrough
Svedka Vodka marked a milestone by presenting what it claims is the first “primarily” AI-generated Super Bowl advertisement. The 30-second commercial, titled “Shake Your Bots Off,” features two robots, Fembot and Brobot, engaging in a lively party scene. It took Svedka’s parent company, Sazerac, about four months to perfect the AI’s ability to mimic facial expressions and body movements. While the storyline was crafted by human creators, the majority of the visuals were produced with AI assistance, a partnership facilitated by the AI company Silverside.
Anthropic’s CI-Based Ad
Anthropic’s advertisement stood out for its unique approach. Rather than focusing solely on its Claude chatbot, it playfully critiqued competitors like OpenAI, who plan to introduce advertisements to AI services. The tagline, “Ads are coming to AI. But not to Claude,” sparked a social media exchange with OpenAI’s CEO, Sam Altman, who labeled the ad “clearly dishonest.”
Meta’s AI Glasses Showcase
Meta featured its Oakley-branded AI glasses during the game. The ad highlighted various thrill-seekers—from skydivers to mountain bikers—capturing intense moments while wearing the glasses. Celebrity appearances, including those by filmmaker Spike Lee and influencer IShowSpeed, enhanced the visual appeal of the commercial, showcasing advanced features like slow-motion filming and social media posting capabilities.
Amazon’s Humorous Take
Amazon’s ad presented a satirical narrative featuring actor Chris Hemsworth, humorously portraying concerns about AI. The storyline escalated into absurd scenarios, such as the Alexa+ device seemingly plotting against him. This ad served to introduce the Alexa+, emphasizing its improved capabilities for managing smart home devices.
Ring’s Pet Search Solution
Ring showcased its “Search Party” feature, designed to reunite lost pets with their owners. The ad depicted a young girl trying to find her dog, Milo, while illustrating how users can leverage AI to upload pet photos and connect with local communities. Notably, this feature is available to all users, even those without a Ring camera, facilitating the reunion of pets with their families.
Google’s Innovative Image-Generation
Google introduced its Nano Banana Pro, showcasing a commercial that featured a mother and son transforming bare rooms into personalized spaces using AI technology.
Ramp’s Engaging Commercial
Ramp enlisted actor Brian Baumgartner, known for his role in “The Office,” in a clever advertisement where he utilizes an AI platform to manage multiple tasks. The spot humorously references his character’s iconic pot of chili, showcasing the power of smart automation in simplifying work processes.
Rippling’s First Super Bowl Ad
Rippling made a notable debut with its first Super Bowl advertisement, featuring comedian Tim Robinson addressing HR challenges through humor and highlighting the benefits of AI automation.
Hims & Hers’ Healthcare Message
The health company Hims & Hers used its ad to discuss disparities in healthcare access. By comically referencing high-profile figures and their extravagant health routines, the ad spotlighted the company’s AI-powered “MedMatch” tool, designed to provide personalized treatment recommendations.
Wix and Squarespace Competitiveness
Wix unveiled its AI-driven Wix Harmony platform, which simplifies website creation through conversational tools. In contrast, Squarespace opted for a cinematic advertisement featuring Emma Stone, directed by Yorgos Lanthimos, showcasing their creative offerings during the same event.
The 2026 Super Bowl ads illustrate a significant trend in integrating AI into marketing, raising questions about the future direction of the advertising industry as technology continues to evolve.
