Building on last year’s trend of prominent AI showcases, the 2026 Super Bowl commercials elevated the role of artificial intelligence, not only using AI for their creation but also to promote the newest AI-powered products. Whether celebrated or critiqued, this technology has firmly established itself as a major highlight, alongside the eagerly anticipated movie previews and popular snack brands.
Let’s dive into the most significant advertising moments from this year’s Big Game, which presented everything from robotic characters and smart glasses to an unexpected rivalry among tech founders.
Svedka
The vodka brand Svedka unveiled what it claims to be the inaugural “primarily” AI-generated national Super Bowl advertisement. The 30-second spot, titled “Shake Your Bots Off,” features the brand’s established robot character, Fembot, alongside her new companion, Brobot, energetically dancing at a human gathering.
According to Svedka’s parent company, Sazerac, it took approximately four months to redesign the Fembot and train the AI to replicate facial expressions and body movements, as reported by The Wall Street Journal. However, the vodka brand clarified that human input remained essential for aspects like story development.
The company collaborated with AI firm Silverside to produce the Super Bowl commercial, according to ADWEEK. Silverside AI is the same team responsible for recent AI-generated Coca-Cola advertisements that sparked debate.
Launching AI-generated content during the Super Bowl, an event renowned for its celebrity-filled, high-production advertisements, is a bold strategy. This heavy reliance on AI is divisive, igniting discussions about whether AI will ultimately replace creative jobs.
Regardless, Svedka certainly succeeded in generating conversation.
Anthropic
Anthropic’s advertisement did more than just promote its Claude chatbot; it delivered a direct challenge. The commercial subtly criticized OpenAI’s upcoming plan to integrate ads into ChatGPT with its tagline: “Ads are coming to AI. But not to Claude.” Instead of solely highlighting Claude’s capabilities, it humorously questioned the prospect of your helpful AI assistant suddenly endorsing products like “Step Boost Maxx” insoles.
Far from a typical product promotion, this led to an online dispute. OpenAI’s Sam Altman responded sharply on social media, labeling the ad “clearly dishonest.” While we didn’t witness a return of the Kendrick vs. Drake rap rivalry, we did get our own AI, somewhat nerdy equivalent.
Meta
Meta focused its Super Bowl commercial on its Oakley-branded AI glasses, designed for various activities like sports, workouts, and adventurous pursuits, including extreme scenarios such as pursuing a departing aircraft.
The advertisement featured adrenaline-seekers, from skydivers to mountain bikers, utilizing the glasses to capture extraordinary moments. Notable figures like IShowSpeed and filmmaker Spike Lee appeared, showcasing features such as filming a basketball dunk in slow motion, hands-free Instagram posting, and other advanced capabilities.
The tech giant previously featured its wearable AI technology in last year’s Super Bowl ad to generate consumer interest, with celebrities like Chris Pratt, Chris Hemsworth, and Kris Jenner demonstrating Ray-Ban Meta glasses.
Amazon
Amazon’s commercial adopted a playful (and somewhat unsettling) tone, starring Chris Hemsworth in a humorous narrative about the exaggerated fear of AI. The ad amplified common anxieties surrounding artificial intelligence, with Hemsworth comically accusing Alexa+ of conspiring against him. Scenes depicted Alexa+ closing the garage door on his head and retracting the pool cover while he was swimming, with each unfortunate event becoming increasingly absurd.
Beyond the dark humor, the advertisement unveiled the new Alexa+, highlighting its enhanced intelligence and features, from managing smart home devices to planning vacations. Alexa+ had been accessible in early access for over a year and officially became available to all U.S. users on Wednesday.
Ring
Ring’s commercial highlighted its “Search Party” feature, which utilizes AI and a community network to help reunite lost pets with their owners. The ad followed a young girl searching for her dog, Milo, demonstrating how users can upload a pet’s photo to the application. AI then identifies potential matches and leverages nearby cameras and the wider Ring user community to assist in locating missing pets.
Ring recently announced that the Search Party feature is now accessible to everyone, even those without a Ring security camera. According to the company, this feature has already facilitated the reunion of over one lost dog with its owner daily.
Google’s advertisement spotlighted the Nano Banana Pro, its newest image-generation model. The commercial depicted a mother and son using AI to visualize and design their new home, uploading images of empty rooms and transforming them into personalized spaces with minimal prompts.
Ramp
Ramp achieved significant visibility by featuring Brian Baumgartner — the actor known for playing Kevin in “The Office” — in its Super Bowl commercial.
In the spot, Baumgartner leverages Ramp’s AI-powered spend management platform to effectively “multiply” himself, efficiently managing a substantial workload. The ad emphasizes how Ramp’s comprehensive solution empowers teams to prioritize crucial tasks through intelligent automation.
And, as a playful homage to his TV character, Baumgartner is seen carrying a pot of chili in the ad, referencing Kevin’s memorable scene where he brings his cherished recipe for his co-workers, only to accidentally spill the entire pot onto the floor.
Rippling
Rippling, the cloud-based platform for workforce management, made a significant splash with its debut Super Bowl advertisement. The company enlisted comedian Tim Robinson for a commercial depicting the onboarding of an alien monster, humorously addressing common HR challenges and highlighting the potential of AI automation.
Hims & Hers
Health company Hims & Hers leveraged its Super Bowl spot to draw attention to inequities in healthcare accessibility. The advertisement subtly alluded to the extraordinary measures taken by the affluent in pursuit of health and longevity, appearing to playfully mock Jeff Bezos’ 2021 Blue Origin spaceflight and Bryan Johnson’s costly anti-aging regimens.
In recent years, the company launched its AI-powered “MedMatch” tool to provide more tailored treatment recommendations, particularly for mental health and wellness.
Wix
Website builder Wix highlighted its new AI-powered Wix Harmony platform, promising website creation as straightforward as conversing with a friend. Introduced in January, this flagship platform integrates AI-driven generation and “vibe coding” with comprehensive visual editing and customization capabilities.
Wix’s primary competitor, Squarespace, also aired a Super Bowl ad this year. Squarespace’s commercial adopted a more cinematic style, starring Emma Stone and directed by Yorgos Lanthimos.
This article was originally published on February 6, 2026.