Following final 12 months’s pattern of showcasing AI in multimillion-dollar advert spots, the 2026 Tremendous Bowl commercials took it a step additional by leveraging AI each to create the commercials and to advertise the most recent AI merchandise. Find it irresistible or hate it, the know-how has grow to be a star in its personal proper, alongside the most recent film trailers and snack manufacturers.
Let’s discover the largest moments from this 12 months’s Massive Recreation advertisements, which featured all the things from robots and AI glasses to a contact of drama involving tech founders.
Svedka
Vodka model Svedka went with what it touts as the primary “primarily” AI-generated nationwide Tremendous Bowl spot. The 30-second advert, titled “Shake Your Bots Off,” options the corporate’s robotic character, Fembot, and her new companion, Brobot, dancing their circuits off at a human get together.
In accordance with Svedka’s father or mother firm, Sazerac, it took roughly 4 months to reconstruct the Fembot and practice the AI to imitate facial expressions and physique actions, The Wall Avenue Journal reported. Nonetheless, the vodka model famous that sure facets have been nonetheless dealt with by people, similar to growing the storyline.
The corporate partnered with AI firm Silverside to create the Tremendous Bowl spot, in keeping with ADWEEK. Silverside AI is similar staff behind current AI-generated Coca-Cola commercials that sparked controversy.
It’s a daring transfer to debut AI-generated content material through the Tremendous Bowl, an occasion identified for star-studded, high-production advertisements. The heavy reliance on AI is polarizing, fueling debates over whether or not AI will change inventive jobs.
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Both manner, Svedka positively received folks speaking.
Anthropic
Anthropic’s advert wasn’t nearly promoting its Claude chatbot; it was about throwing shade. The industrial took a jab at OpenAI’s plan to introduce advertisements to ChatGPT, with a tagline: “Advertisements are coming to AI. However to not Claude.” Moderately than focus solely on Claude’s options, it poked enjoyable on the concept of your useful AI assistant immediately turning right into a hype man for “Step Increase Maxx” insoles, for instance.
It wasn’t a regular product pitch, and it escalated into a web-based feud. OpenAI’s Sam Altman fired again on social media, calling the advert “clearly dishonest.” So whereas we didn’t get any extra Kendrick vs. Drake rap beef this time round, possibly we did get our personal AI, nerdy model of it.
Meta spotlighted its Oakley-branded AI glasses, designed for sports activities, exercises, and adventures, together with excessive situations similar to chasing down a departing aircraft.
The advert showcased thrill-seekers, from skydivers to mountain bikers, utilizing the glasses to seize epic moments. Well-known faces like IShowSpeed and filmmaker Spike Lee made appearances, demonstrating capabilities like filming a basketball dunk in sluggish movement, posting hands-free to Instagram, and different superior options.
The tech big additionally featured its wearable AI tech in final 12 months’s Tremendous Bowl advert to spark client curiosity, with stars like Chris Pratt, Chris Hemsworth, and Kris Jenner exhibiting off Ray-Ban Meta glasses.
Amazon
Amazon’s advert took a cheeky (and barely unsettling) method, starring Chris Hemsworth in a satirical “AI is out to get me” storyline. The industrial exaggerates widespread fears about AI, with Hemsworth humorously accusing Alexa+ of plotting in opposition to him. Scenes included Alexa+ closing the storage door on his head and shutting the pool cowl whereas he swam, every mishap escalating in absurdity.
Past the darkish comedy, the advert launched the brand new Alexa+, showcasing its enhanced intelligence and capabilities, starting from managing good dwelling gadgets to planning holidays. Alexa+ had been accessible in early entry for over a 12 months and formally launched to all U.S. customers on Wednesday.
Ring
Ring’s industrial spotlighted its “Search Get together” characteristic, which leverages AI and a group community to reunite misplaced pets with their house owners. The advert adopted a younger lady trying to find her canine Milo, illustrating how customers can add a pet’s picture to the app, the place AI works to establish matches and faucets into close by cameras and the broader Ring person group to assist monitor down lacking furry relations.
Ring just lately introduced that anybody can now use Search Get together, even with out proudly owning a Ring safety digicam. In accordance with the corporate, the characteristic has already helped reunite a couple of misplaced canine with its proprietor day by day.
Google’s advert showcased the Nano Banana Professional, its latest image-generation mannequin. The industrial adopted a mom and son as they used AI to check and design their new dwelling, importing photographs of naked rooms and turning them into customized areas with only a few prompts.
Ramp
Ramp scored massive by getting Brian Baumgartner — the actor who performed Kevin in “The Workplace” — for its Tremendous Bowl industrial.
Within the spot, Baumgartner makes use of Ramp’s AI-powered spend administration platform to “multiply” himself, effortlessly tackling a mountain of labor. The advert highlights how Ramp’s all-in-one resolution helps groups concentrate on crucial duties by way of good automation.
And, as a playful nod to his TV persona, Baumgartner is seen carrying a pot of chili within the advert, referencing Kevin’s legendary scene the place he brings his cherished recipe for his co-workers to strive, solely to disastrously spill the whole pot on the ground.
Rippling
Rippling, the cloud-based workforce administration platform, went all in on its first-ever Tremendous Bowl advert. The corporate tapped comic Tim Robinson in a spot about onboarding an alien monster, poking enjoyable at HR complications and the promise of AI automation.
Hims & Hers
Well being firm Hims & Hers used its Tremendous Bowl spot to deal with disparities in healthcare entry. The advert cleverly references the lengths the rich go to for well being and longevity, even showing to poke enjoyable at Jeff Bezos’ Blue Origin spaceflight in 2021 and Bryan Johnson’s costly anti-aging routines.
Lately, the corporate launched an AI-powered “MedMatch” software to ship extra customized therapy suggestions, particularly for psychological well being and wellness.
Wix
Web site builder Wix spotlighted its new AI-powered Wix Concord platform, promising web site creation as simple as chatting with a pal. Unveiled in January, the flagship platform combines AI-driven creation and “vibe coding” with full visible enhancing and customization.
Wix’s largest competitor, Squarespace, additionally has a Tremendous Bowl advert this 12 months. Squarespace’s advert has a extra cinematic method starring Emma Stone and directed by Yorgos Lanthimos.
