From Svedka to Anthropic, brands are boldly leveraging AI in their Super Bowl ads

Following last year’s trend of showcasing AI in multi-million dollar ad spots, the 2026 Super Bowl ad takes it a step further by leveraging AI to both create commercials and promote the latest AI products. Love it or hate it, this technology has become a star in its own right alongside the latest movie trailers and snack brands.

Explore the biggest moments from this year’s big gaming ads, featuring everything from robots and AI glasses to a little drama involving tech founders.

Svedka

Vodka brand Svedka has tapped what it touts as the first national Super Bowl spot to be “primarily” generated by AI. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character Fembot and her new sidekick Brobot dancing circuits at a human party.

Svedka’s parent company, Sazerac, said it took about four months to rebuild Fembot and train its AI to mimic its facial expressions and body movements, The Wall Street Journal reported. However, the vodka brand noted that certain parts, such as storyline, are still handled by humans.

According to ADWEEK, the company partnered with AI company Silverside to create the Super Bowl spot. Silverside AI is the same team behind the recent controversial AI-generated Coca-Cola commercial.

It’s a bold move to debut AI-generated content during the Super Bowl, a season known for its star-studded, heavily produced ads. Reliance on AI is polarizing, and there is a growing debate over whether it will replace creative jobs.

In any case, Svedka definitely got people talking.

human

Anthropic’s ad didn’t just sell Claude chatbots. It was about creating shade. The commercial attacked OpenAI’s plans to introduce advertising to ChatGPT with the tagline, “Ads are coming to AI, but not to Claude.” Rather than just focusing on Claude’s features, they were teasing the idea of, for example, a helpful AI assistant suddenly turning into a promoter of “Step Boost Maxx” insoles.

Instead of a standard product pitch, it escalated into an online fight. OpenAI’s Sam Altman criticized the ad on social media, calling it “patently dishonest.” So this time, we didn’t get another Kendrick vs. Drake rap beef, but maybe we got our own geeky version of AI.

Meta spotlighted Oakley-branded AI glasses designed for sports, workouts, and adventure, including extreme scenarios like tracking departing planes.

The ad featured thrill-seekers, from skydivers to mountain bikers, using the glasses to capture epic moments. Celebrities like IShowSpeed ​​and filmmaker Spike Lee appeared to demonstrate the ability to capture slow-motion basketball dunks, post hands-free to Instagram, and other advanced features.

The tech giant also featured wearable AI technology in last year’s Super Bowl ad, which drew consumer interest, with stars like Chris Pratt, Chris Hemsworth and Kris Jenner showing off Ray-Ban meta glasses.

Amazon

Amazon’s ad took a cheeky (and slightly disturbing) approach, starring Chris Hemsworth in a satirical “AI is trying to get me” storyline. The commercial exaggerates common fears about AI, with Hemsworth humorously accusing Alexa+ of conspiring against him. Scenes included Alexa+ slamming a garage door on his head and closing a pool lid while he was swimming, each accident escalating to absurdity.

Beyond the dark comedy, the ad introduced the new Alexa+ and its enhanced intelligence and capabilities, from managing smart home devices to planning vacations. Alexa+ has been available in early access for over a year and officially launched to all users in the US on Wednesday.

ring

Ring’s commercial spotlighted its “Search Party” feature, which leverages AI and community networks to reunite lost pets with their owners. The ad follows a girl searching for her dog Milo and explains how users upload photos of their pets to the app, where AI identifies matches and uses nearby cameras and the extensive Ring user community to help track down their missing furry family members.

Ring recently announced that anyone can now use Search Party, even if they don’t own a Ring security camera. The company says this feature has already helped reunite multiple lost dogs with their owners every day.

google

Google’s ad introduced Nano Banana Pro, its latest image generation model. The commercial depicts a mother and son using AI to envision and design a new home, uploading photos of empty rooms and turning them into personalized spaces with a few prompts.

lamp

Lamp Co. used actor Brian Baumgartner, who played Kevin on “The Office,” in a Super Bowl commercial, and it was a big success.

On the fly, Baumgartner uses Ramp’s AI-powered spend management platform to “multiply” himself and effortlessly tackle a mountain of work. This ad highlights how Ramp’s all-in-one solution helps teams focus on the tasks that matter most through smart automation.

And in a playful nod to his TV persona, Baumgartner is seen carrying a pot of chili in the ad, referencing the legendary scene in which Kevin brings a cherished recipe to a colleague to try, only to end up spilling the entire pot on the floor.

ripples

Rippling, a cloud-based workforce management platform, went all out for its first-ever Super Bowl ad. The company tapped comedian Tim Robinson for a spot about alien monster onboarding, poking fun at HR woes and the potential for AI automation.

him and her

Healthcare company Hims & Hers used its Super Bowl spot to address disparities in healthcare access. The ad cleverly references the efforts of wealthy people to improve their health and longevity, and even appears to poke fun at Jeff Bezos’ Blue Origin space flight in 2021 and Brian Johnson’s expensive anti-aging routine.

In recent years, the company launched its AI-powered “MedMatch” tool, which provides more personalized treatment recommendations, especially when it comes to mental health and wellness.

wicks

Website builder Wix has highlighted its new AI-powered Wix Harmony platform, promising to make creating a website as easy as chatting with a friend. Announced in January, the flagship platform combines AI-driven production and “vibe coding” with full visual editing and customization.

Wix’s biggest competitor, Squarespace, is also running Super Bowl ads this year. Squarespace’s ad takes a more cinematic approach, starring Emma Stone and directed by Yorgos Lanthimos.