From Svedka to Anthropic, brands make bold plays with AI in Super Bowl ads

Building on last year’s momentum of featuring artificial intelligence in multimillion-dollar Super Bowl ad spots, the 2026 Big Game pushed things even further. This year, brands didn’t just talk about AI — they used it to create commercials and to promote their newest AI-powered products. Whether audiences loved or hated it, AI emerged as a headline act alongside blockbuster movie trailers and snack food staples.

Below are some of the standout moments from this year’s Super Bowl ads, which featured robots, AI-powered eyewear, and even a dose of tech-industry drama.

Svedka

Vodka brand Svedka unveiled what it claims is the first “primarily” AI-generated national Super Bowl commercial. The 30-second spot, titled “Shake Your Bots Off,” stars the brand’s robotic mascot, Fembot, alongside her new counterpart, Brobot, as the two dance exuberantly at a party full of humans.

According to Svedka’s parent company, Sazerac, recreating Fembot and training the AI to replicate facial expressions and body movements took roughly four months, The Wall Street Journal reported. The brand emphasised that humans still played a role in shaping the ad, particularly in storytelling.

Svedka partnered with AI firm Silverside to produce the commercial, according to ADWEEK. Silverside AI previously worked on AI-generated Coca-Cola ads that sparked controversy.

Debuting an AI-heavy ad during the Super Bowl — an event known for celebrity-packed, high-budget productions — was a bold gamble. The reliance on AI has divided audiences, reigniting debates over whether AI could eventually replace creative professionals.

Regardless of where people landed, the campaign succeeded in drawing attention.

Anthropic

Anthropic’s Super Bowl ad went beyond promoting its Claude chatbot — it took a direct swipe at competitors. The commercial mocked OpenAI’s reported plans to introduce ads into ChatGPT, featuring the tagline: “Ads are coming to AI. But not to Claude.”Instead of focusing on product features, the ad poked fun at the idea of an AI assistant suddenly trying to sell users products like “Step Boost Maxx” insoles mid-conversation.

The approach sparked an online back-and-forth, with OpenAI CEO Sam Altman responding on social media and calling the ad “clearly dishonest.” While there was no celebrity rap feud this year, viewers did get a tech-centric version of one.

Meta

Meta highlighted its Oakley-branded AI glasses, built for sports, fitness, and adventure — including over-the-top scenarios like sprinting after a departing aeroplane.

The ad featured adrenaline-seeking athletes such as skydivers and mountain bikers capturing dramatic footage with the glasses. Influencer IShowSpeed and filmmaker Spike Lee appeared in the spot, demonstrating hands-free video capture, slow-motion basketball dunks, and instant Instagram posting.

Meta also used last year’s Super Bowl to promote its wearable AI tech, enlisting stars like Chris Pratt, Chris Hemsworth, and Kris Jenner to showcase Ray-Ban Meta glasses.

Amazon

Amazon went for dark humour in its Super Bowl commercial starring Chris Hemsworth. The ad plays on exaggerated fears that AI will turn against humans, with Hemsworth accusing Alexa+ of plotting his demise.

Scenes include Alexa+ closing a garage door on his head and sealing a pool cover while he’s swimming, each moment escalating the absurdity. Beneath the humour, the ad introduced Alexa+, highlighting new features ranging from smart home management to vacation planning. Alexa+ had been available in early access for over a year and officially launched nationwide on Wednesday.

Ring

Ring focused on emotion rather than spectacle, showcasing its AI-powered Search Party feature. The commercial followed a young girl searching for her missing dog, Milo, demonstrating how users can upload a pet’s photo and rely on AI, nearby cameras, and the broader Ring community to help locate lost animals.

Ring recently expanded Search Party so anyone can use it — even without owning a Ring camera. The company says the feature has already helped reunite more than one lost dog with its owner each day.

Google

Google used its Super Bowl spot to highlight Nano Banana Pro, its latest image-generation model. The ad followed a mother and son using AI to reimagine their new home, uploading photos of empty rooms and having them transformed into customised living spaces with simple prompts.

Ramp

Fintech company Ramp landed a significant win by casting Brian Baumgartner — best known for playing Kevin on The Office — in its Super Bowl commercial.

In the ad, Baumgartner uses Ramp’s AI-driven spend management platform to multiply himself, efficiently handling an overwhelming workload. As a nod to his sitcom character, he’s also seen carrying a pot of chilli, referencing Kevin’s infamous spill scene.

Rippling

Workforce management platform Rippling made its Super Bowl debut with a commercial starring comedian Tim Robinson. The ad humorously depicts the onboarding of an alien monster, poking fun at HR frustrations and highlighting the promise of AI-powered automation.

Hims & Hers

Health brand Hims & Hers used its Super Bowl ad tohighlighto inequalities in healthcare access. The spot subtly references extreme wellness trends among the wealthy, including a tongue-in-cheek nod to Jeff Bezos’ Blue Origin spaceflight and Bryan Johnson’s costly anti-ageing experiments.

In recent years, the company has introduced an AI-powered MedMatch tool to deliver more personalised treatment recommendations, particularly for mental health and wellness.

Wix

Website builder Wix showcased its new AI-powered Wix Harmony platform, which promises website creation as simple as chatting with a friend. Launched in January, the platform blends AI-driven creation and “vibe coding” with complete visual customisation tools.

Wix’s chief rival, Squarespace, also aired a Super Bowl ad this year. Squarespace opted for a more cinematic style, starring Emma Stone and directed by Yorgos Lanthimos.