From Svedka to Anthropic, brands make bold plays with AI in Super Bowl ads

Following last year’s inclination of showcasing AI successful multimillion-dollar advertisement spots, the 2026 Super Bowl advertisements took it a measurement further by leveraging AI some to make the commercials and to beforehand the latest AI products. Love it oregon hatred it, the exertion has go a prima successful its ain right, alongside the latest movie trailers and snack brands. 

Let’s research the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a interaction of play involving tech founders.

Svedka

Vodka marque Svedka went with what it touts arsenic the archetypal “primarily” AI-generated nationalist Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character, Fembot, and her caller companion, Brobot, dancing their circuits disconnected astatine a quality party.

According to Svedka’s genitor company, Sazerac, it took astir 4 months to reconstruct the Fembot and bid the AI to mimic facial expressions and assemblage movements, The Wall Street Journal reported. However, the vodka marque noted that definite aspects were inactive handled by humans, specified arsenic processing the storyline.

​The institution partnered with AI institution Silverside to make the Super Bowl spot, according to ADWEEK. Silverside AI is the aforesaid squad down caller AI-generated Coca-Cola commercials that sparked controversy.

​It’s a bold determination to debut AI-generated contented during the Super Bowl, an lawsuit known for star-studded, high-production ads. The dense reliance connected AI is polarizing, fueling debates implicit whether AI volition regenerate originative jobs.

Either way, Svedka decidedly got radical talking.

Anthropic

Anthropic’s ad wasn’t conscionable astir selling its Claude chatbot; it was astir throwing shade. The commercialized took a jab astatine OpenAI’s program to present ads to ChatGPT, with a tagline: “Ads are coming to AI. But not to Claude.” Rather than absorption solely connected Claude’s features, it poked fun astatine the thought of your adjuvant AI adjunct abruptly turning into a hype antheral for “Step Boost Maxx” insoles, for example.

It was not lone not a modular merchandise pitch, but it besides escalated into an online feud. OpenAI’s Sam Altman fired back connected societal media, calling the advertisement “clearly dishonest.” So portion we didn’t get immoderate much Kendrick vs. Drake rap beef this clip around, possibly we did get our ain AI, nerdy mentation of it.

Meta spotlighted its Oakley-branded AI glasses, designed for sports, workouts, and adventures, including utmost scenarios specified arsenic chasing down a departing plane. 

The advertisement showcased thrill-seekers, from skydivers to upland bikers, utilizing the glasses to seizure epic moments. Famous faces similar iShowSpeed and filmmaker Spike Lee made appearances, demonstrating capabilities similar filming a hoops dunk successful dilatory motion, posting hands-free to Instagram, and different precocious features.

The tech elephantine besides featured its wearable AI tech successful past year’s Super Bowl advertisement to spark user interest, with stars similar Chris Pratt, Chris Hemsworth, and Kris Jenner showing disconnected Ray-Ban Meta glasses.

Amazon

Amazon’s advertisement took a cheeky (and somewhat unsettling) approach, starring Chris Hemsworth successful a satirical “AI is retired to get me” storyline. The commercialized exaggerates communal fears astir AI, with Hemsworth humorously accusing Alexa+ of plotting against him. Scenes included Alexa+ closing the store doorway connected his caput and shutting the excavation screen portion helium swam, each mishap escalating successful absurdity.

Beyond the acheronian comedy, the advertisement introduced the caller Alexa+, showcasing its enhanced quality and capabilities, ranging from managing astute location devices to readying vacations. Alexa+ had been disposable successful aboriginal entree for implicit a twelvemonth and officially launched to each U.S. users connected Wednesday.

Ring

Ring’s commercialized spotlighted its “Search Party” feature, which leverages AI and a assemblage web to reunite mislaid pets with their owners. The advertisement followed a young miss searching for her canine Milo, illustrating however users tin upload a pet’s photograph to the app, wherever AI works to place matches and taps into adjacent cameras and the broader Ring idiosyncratic assemblage to assistance way down missing furry household members.

Ring recently announced that anyone tin present usage Search Party, adjacent without owning a Ring information camera. According to the company, the diagnostic has already helped reunite much than 1 mislaid canine with its proprietor each day.

Google

Google’s advertisement showcased the Nano Banana Pro, its newest image-generation model. The commercialized followed a parent and lad arsenic they utilized AI to envision and plan their caller home, uploading photos of bare rooms and turning them into personalized spaces with conscionable a fewer prompts.

Ramp

Ramp scored large by getting Brian Baumgartner—the histrion who played Kevin from “The Office”—for its Super Bowl commercial.

In the spot, Baumgartner uses Ramp’s AI-powered walk absorption level to “multiply” himself, effortlessly tackling a upland of work. The advertisement highlights however Ramp’s all-in-one solution helps teams absorption connected the astir important tasks done astute automation.

And, arsenic a playful motion to his TV persona, Baumgartner is seen carrying a cookware of chili successful the ad, referencing Kevin’s legendary country erstwhile helium brings his cherished look for his co-workers to try, lone to disastrously spill the full cookware connected the floor.

Rippling

Rippling, the cloud-based workforce absorption platform, went each successful connected its first-ever Super Bowl ad. The institution tapped comedian Tim Robinson successful a spot astir onboarding an alien monster, poking amusive astatine HR headaches and the committedness of AI automation.

Hims & Hers

Health institution Hims & Hers utilized its Super Bowl spot to code disparities successful healthcare access. The advertisement cleverly references the lengths the affluent spell to for wellness and longevity, adjacent appearing to poke amusive astatine Jeff Bezos’s Blue Origin spaceflight successful 2021 and Bryan Johnson’s expensive anti-aging routines.

In caller years, the institution launched an AI-powered “MedMatch” instrumentality to present much personalized attraction recommendations, particularly for intelligence wellness and wellness.

Wix

Website builder Wix spotlighted its caller AI-powered Wix Harmony platform, promising website instauration arsenic casual arsenic chatting with a friend. Unveiled successful January, the flagship level combines AI-driven instauration and “vibe coding” with afloat ocular editing and customization.

Wix’s biggest competitor, Squarespace, besides has a Super Bowl ad this year. Squarespace’s ad has a much cinematic attack starring Emma Stone and directed by Yorgos Lanthimos.