AI dominated the 2026 Super Bowl advertising landscape as brands relied on advanced models instead of traditional high-budget productions.
Many spots showcased AI as both the creative engine behind the visuals and the featured product, signalling a shift toward technology-centred storytelling during the most expensive broadcast event of the year.
Svedka pursued a provocative strategy by presenting a largely AI-generated commercial starring its robot pair, a choice that reignited arguments over whether generative tools could displace human creatives.
Anthropic went in a different direction by using humour to mock OpenAI’s plan to introduce advertisements to ChatGPT, a jab that led to a pointed response from Sam Altman and fuelled an online dispute.
Meta, Amazon and Google used their airtime to promote their latest consumer offerings, with Meta focusing on AI-assisted glasses for extreme activities and Amazon unveiling Alexa+, framed through a satirical performance by Chris Hemsworth about fears of malfunctioning assistants.
Google leaned toward practical design applications instead of spectacle, demonstrating its Nano Banana Pro system transforming bare rooms into personalised images.
Other companies emphasised service automation, from Ring’s AI tool for locating missing pets to Ramp, Rippling and Wix, which showcased platforms designed to ease administrative work and simplify creative tasks.
Hims & Hers adopted a more social approach by highlighting the unequal nature of healthcare access and promoting its AI-driven MedMatch feature.
The variety of tones across the adverts underscored how brands increasingly depend on AI to stand out, either through spectacle or through commentary on the technology’s expanding cultural power.
Would you like to learn more about AI, tech and digital diplomacy? If so, ask our Diplo chatbot!
