Following last year’s trend of showing off AI in multi-million dollar commercials, the 2026 Super Bowl commercials have gone one step further, using AI to both create ads 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.
Let’s explore the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a dash of drama involving tech founders.
A witness
Svedka brand vodka went with it all as the nation’s first “primarily” AI generated Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features Fembot’s robotic character and its new companion Brobot dancing at a human party.
According to Svedka’s parent company, Sazerac, it took roughly four months to reconstruct the Fembot and train the AI to mimic facial expressions and body movements, The Wall Street Journal reported. However, the vodka brand noted that certain aspects were still being handled by people, such as the development of the story.
The company teamed up with AI company Silverside to create a Super Bowl spot, according to ADWEEK. Silverside AI is the same team behind the recent controversial AI-generated Coca-Cola ads.
It’s a bold move to launch AI-generated content during the Super Bowl, an event known for star-studded, high-production commercials. The heavy reliance on AI is polarizing and fueling debates about whether AI will replace creative jobs.
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Either way, the Witness definitely got the word out.
Anthropic
Anthropic’s ad wasn’t just about selling its chatbot Claude; it was about throwing shade. The ad took notice of OpenAI’s plan to introduce ads to ChatGPT with the tagline: “Ads are coming to AI. But not to Claude.” Instead of focusing solely on Claude’s features, it poked fun at the idea of your helpful AI assistant suddenly turning into a hype for, say, “Step Boost Maxx” insoles.
Not only was it not a standard product, but it also turned into an online controversy. OpenAI’s Sam Altman fired back on social media, calling the ad “clearly dishonest.” So while we didn’t get another Kendrick vs. rap beef this time around Drake, we may have gotten our own AI, a dumb version.
Meta highlighted its Oakley AI glasses for sports, exercise and adventure, including extreme scenarios like chasing a departing plane.
The ad showcased thrill seekers, from skydivers to mountain bikers, using the goggles to capture epic moments. Familiar faces like iShowSpeed and filmmaker Spike Lee appeared and showed off their skills, such as filming a basketball dunk in slow motion, posting hands-free to Instagram and other advanced features.
The tech giant also showcased its wearable AI technology in last year’s Super Bowl ad to drum up 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 mildly disturbing) approach, starring Chris Hemsworth in a satirical “AI’s out to get me” story. The ad plays up common fears about artificial intelligence, with Hemsworth jokingly accusing Alexa+ of conspiring against him. Scenes included Alexa+ closing a garage door on her head and closing a pool cover while swimming, with each mishap escalating into absurdity.
In addition to the dark comedy, the ad introduced the new Alexa+, showing off its enhanced intelligence and capabilities, from managing smart home devices to planning vacations. Alexa+ has been available in early access for more than a year and officially launched to all US users on Wednesday.
Ring
Ring’s ad highlighted its “Search Party” feature, which uses AI and a community network to reunite lost pets with their owners. The ad followed a young girl searching for her dog, Milo, and illustrated how users can upload a photo of a pet to the app, where artificial intelligence works to identify matches and tap nearby cameras and the wider Ringo user community to help track down missing furry family members.
Ring recently announced that Search Party can now be used by anyone, even without owning a Ring security camera. According to the company, this feature has already helped reunite more than one lost dog with its owner every day.
Google’s ad was showing off the Nano Banana Pro, its latest image-generating model. The ad followed a mother and son as they imagined and designed their new home using artificial intelligence, uploading photos of bare rooms and using a series of challenges to turn them into personalized spaces.
Ramp
Ramp scored by getting Brian Baumgartner — the actor who played Kevin on “The Office” — for its Super Bowl ad.
In the spot, Baumgartner uses Ramp’s AI-powered expense management platform to “multiply” and tackle a mountain of work effortlessly. The ad highlights how Ramp’s end-to-end solution helps teams focus on the most important tasks through smart automation.
And in a playful nod to his TV persona, Baumgartner is seen carrying a pot of chili in the ad, referencing Kevin’s legendary scene when he brings his prized recipe to his co-workers to try, only to disastrously spill the entire pot on the floor.
Rippling
Rippling, a cloud-based workforce management platform, has gone all-in with its first-ever Super Bowl ad. The company tapped comedian Tim Robinson in a spot about boarding an alien monster, joking about HR headaches and the promise of AI automation.
His and hers
Healthcare company Hims & Hers used its Super Bowl spot to address health care access disparities. The ad cleverly references the lengths the wealthy will go for health and longevity, and even seems to poke fun at Jeff Bezos’ Blue Origin space flight in 2021 and Bryan Johnson’s expensive anti-aging routines.
In recent years, the company launched an AI-powered “MedMatch” tool that provides more personalized treatment recommendations, particularly for mental health and well-being.
Wix
Website builder Wix has teased its new AI-powered Wix Harmony platform, promising to make website creation as easy as chatting with a friend. Unveiled in January, the flagship combines AI-driven creation and “vibration coding” with full visual customization and customization.
Wix’s biggest competitor, Squarespace, also has a Super Bowl ad this year. The Squarespace ad takes a more cinematic approach starring Emma Stone and directed by Yorgos Lanthimos.