Building on the trend from the previous year of featuring AI in high-budget commercials, the 2026 Super Bowl ads advanced the concept by utilizing artificial intelligence both to produce the spots and to market new AI products themselves. Whether embraced or criticized, the technology has secured a starring role alongside major movie previews and consumer brands. Here are the standout moments from this year's Big Game advertisements, which included robots, AI eyewear, and even some dramatic tension among tech leaders.

**Svedka** The vodka brand Svedka launched what it claims is the first "primarily" AI-generated national Super Bowl advertisement. The 30-second spot, called "Shake Your Bots Off," stars the company's robotic character, Fembot, and her new counterpart, Brobot, as they dance energetically at a human gathering. Sazerac, Svedka's parent company, stated that reconstructing the Fembot and training the AI to replicate facial expressions and body movements took approximately four months. However, the brand clarified that human input was still essential for elements like developing the narrative.

Reports indicate the company collaborated with the AI firm Silverside to produce the Super Bowl commercial. This is the same team responsible for recent AI-generated Coca-Cola ads that stirred debate. Introducing AI-generated content during the Super Bowl—an event famous for its celebrity-filled, high-production advertisements—is a daring strategy. The significant reliance on AI is divisive, sparking conversations about whether the technology will eventually supplant creative roles. Regardless, Svedka certainly succeeded in generating discussion.

**Anthropic** Anthropic's advertisement did more than just promote its Claude chatbot; it also delivered a pointed critique. The commercial mocked OpenAI's intention to incorporate ads into ChatGPT, ending with the tagline: "Ads are coming to AI. But not to Claude." Instead of solely highlighting Claude's capabilities, it humorously imagined your helpful AI assistant abruptly becoming a promoter for products like "Step Boost Maxx" insoles. This unconventional approach escalated into an online dispute, with OpenAI's Sam Altman responding on social media by calling the ad "clearly dishonest." So, while there was no repeat of a Kendrick vs. Drake-style rap feud, viewers may have witnessed a nerdy, AI-centric version of it.

**Meta** Meta highlighted its Oakley-branded AI glasses, designed for sports, exercise, and adventures—even extreme situations like sprinting after a departing airplane. The ad featured thrill-seekers, from skydivers to mountain bikers, using the glasses to record impressive moments. Appearances by well-known figures like IShowSpeed and filmmaker Spike Lee demonstrated functions such as filming a basketball dunk in slow motion and posting directly to Instagram without using hands. The tech giant also showcased its wearable AI technology in last year's Super Bowl ad to attract consumer interest, with celebrities like Chris Pratt, Chris Hemsworth, and Kris Jenner displaying Ray-Ban Meta glasses.

**Amazon** Amazon's ad adopted a witty and slightly eerie tone, featuring Chris Hemsworth in a satirical plot about AI supposedly targeting him. The commercial amplifies common anxieties about artificial intelligence, with Hemsworth comically accusing Alexa+ of scheming against him. Scenes included Alexa+ closing a garage door on his head and shutting a pool cover while he was swimming, with each incident growing more absurd. Beyond the dark humor, the spot introduced the new Alexa+, emphasizing its improved intelligence and functions, from controlling smart home devices to organizing trips. Alexa+ had been in early access for over a year and became available to all U.S. users on Wednesday.

**Ring** Ring's commercial focused on its "Search Party" feature, which uses AI and a community network to help locate lost pets and reunite them with their owners. The ad followed a young girl looking for her dog Milo, showing how users can upload a photo of a pet to the app. AI then works to find potential matches and utilizes nearby cameras along with the wider Ring user community to help track down missing animals. Ring recently announced that Search Party is now accessible to everyone, even those who do not own a Ring security camera. The company reports that the feature has already helped reunite more than one lost dog with its owner each day.

**Google** Google's advertisement showcased the Nano Banana Pro, its latest image-generation model. The commercial depicted a mother and son using AI to imagine and design their new home, uploading pictures of empty rooms and transforming them into personalized spaces with simple prompts.

**Ramp** Ramp made a significant impact by featuring Brian Baumgartner—the actor who portrayed Kevin in "The Office"—in its Super Bowl commercial. In the spot, Baumgartner uses Ramp's AI-powered spend management platform to "multiply" himself, easily handling a large workload. The ad emphasizes how Ramp's comprehensive solution helps teams concentrate on priority tasks through intelligent automation. In a playful reference to his television character, Baumgartner is seen carrying a pot of chili, recalling Kevin's famous scene where he brings his prized recipe to share with coworkers, only to spill it all over the floor.

**Rippling** Rippling, a cloud-based workforce management platform, made a major statement with its debut Super Bowl advertisement. The company enlisted comedian Tim Robinson for a spot that humorously addresses HR challenges by onboarding an alien monster, highlighting the potential of AI automation.

**Hims & Hers** The health company Hims & Hers used its Super Bowl slot to tackle inequalities in healthcare access. The ad cleverly alludes to the extreme measures wealthy individuals take for health and longevity, even seeming to gently mock Jeff Bezos' 2021 Blue Origin spaceflight and Bryan Johnson's costly anti-aging regimens. In recent years, the company introduced an AI-powered "MedMatch" tool to provide more tailored treatment suggestions, particularly for mental health and wellness.

**Wix** The website builder Wix featured its new AI-powered Wix Harmony platform, which promises to make creating a website as simple as having a conversation with a friend. Launched in January, this flagship platform merges AI-driven creation and "vibe coding" with complete visual editing and customization. Wix's main competitor, Squarespace, also aired a Super Bowl ad this year. The Squarespace commercial takes a more cinematic approach, starring Emma Stone and directed by Yorgos Lanthimos.