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

Following last year’s trend of showcasing AI in multimillion-dollar commercials, the 2026 Super Bowl ads took it a step further by using AI to both create the commercials and promote the latest AI products. Love it or hate it, the technology has become a star in its own right, alongside the latest movie trailers and snack brands.

Let’s take a look at the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a touch of drama involving tech founders.

Svedka

Vodka brand Svedka went with what it calls the first “primarily” AI-generated national Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character, Fembot, and her new companion, Brobot, dancing their circuits at a human party.

According to Svedka’s parent company, Sazerac, it took about four months to reconstruct the Fembot and train the AI ​​to mimic facial expressions and body movements. The Wall Street Journal reports this. However, the vodka brand noted that certain aspects were still handled by humans, such as developing the storyline.

The company partnered with AI firm Silverside to create the Super Bowl spot, according to ADWEEK. Silverside AI is the same team behind the recent AI Generated Coca-Cola commercials That led to controversy.

It’s a bold move to debut AI-generated content during the Super Bowl, an event known for star-studded, high-production ads. The high dependence on AI is polarizing and fueling debates about whether AI will replace creative jobs.

Either way, Svedka certainly got people talking.

Anthropic

Anthropic’s ad wasn’t just about selling its Claude chatbot; it was about throwing shade. The commercial poked fun at OpenAI’s plan to introduce ads to ChatGPT, with a tagline: “Ads are coming to AI. But not to Claude.” Instead of focusing solely on Claude’s characteristics, it is had fun at the idea of ​​your helpful AI assistant suddenly becoming a hype man for, say, ‘Step Boost Maxx’ insoles.

It wasn’t a standard product pitch and it escalated into an online feud. Sam Altman of OpenAI shot back on social media, calling the ad “clearly unfair.” So while we don’t get a Kendrick vs. Drake got rap beef, we might just get our own rap beef AI, nerdy version of it.

Meta spotlighted its Oakley brand AI glasses, designed for sports, training and adventures, including extreme scenarios like chasing a departing plane.

The ad showed thrill seekers, from skydivers to mountain bikers, using the goggles to capture epic moments. Famous faces like IShowSpeed ​​​​and filmmaker Spike Lee were in attendance, demonstrating capabilities such as filming a basketball dunk in slow motion, hands-free posting to Instagram and other advanced features.

The tech giant also showcased its wearable AI technology in last year’s Super Bowl ad to pique consumer interest, with stars including Chris Pratt, Chris Hemsworth and Kris Jenner showing off Ray-Ban Meta glasses.

Amazon

Amazon’s advert took a cheeky (and slightly disturbing) approach, starring Chris Hemsworth in a satirical ‘AI is out to get me’ storyline. The commercial exaggerates common fears about AI, with Hemsworth humorously accusing Alexa+ of conspiring against him. Scenes included Alexa+ closing the garage door on his head and closing the pool cover while he swam, with each mishap escalating into absurdity.

In addition to the dark comedy, the ad introduced the new Alexa+, showcasing its enhanced intelligence and capabilities ranging 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 commercial spotlighted 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 pet’s photo to the app, where AI works to identify matches and leverage nearby cameras and the broader Ring user community to track down missing furry family members.

Ring recently announced that anyone can now use Search Party, even without owning a Ring security camera. According to the company, this feature has already helped more than one lost dog be reunited with its owner every day.

Googling

Google’s ad showed the Nano Banana Pro, its latest model for image generation. The commercial followed a mother and son as they used AI to imagine and design their new home, uploading photos of bare rooms and turning them into personalized spaces with just a few prompts.

Driveway

Disaster scored big by signing Brian Baumgartner – the actor who played Kevin in ‘The Office’ – for his Super Bowl commercial.

On the ground, Baumgartner uses Ramp’s AI-powered spend management platform to ‘multiply’ himself and tackle a mountain of work effortlessly. The ad highlights how Ramp’s all-in-one solution helps teams focus on the most important tasks through smart automation.

And in a playful nod to his TV persona, Baumgartner is seen in the ad carrying a jar of chili, referencing Kevin’s legendary scene in which he brings his beloved recipe for his co-workers to try, but disastrously spills the entire jar on the floor.

Babbling

Rippleing, the cloud-based workforce management platform, went all out first-ever Super Bowl ad. The company tapped comedian Tim Robinson in an article about bringing an alien monster on board, making fun of HR problems and the promise of AI automation.

Him and her

Healthcare company Hims & Hers used its Super Bowl spot to address inequality in access to healthcare. The ad cleverly references the lengths the wealthy go to when it comes to health and longevity, and even seems to poke fun at Jeff Bezos’ 2021 Blue Origin space flight and Bryan Johnson’s expensive anti-aging routines.

In recent years, the company has launched an AI-powered ‘MedMatch’ tool to provide more personalized treatment recommendations, especially for mental health and wellness.

Wix

Website builder Wix highlighted its new AI-powered Wix Harmony platform, promising that creating websites is as easy as chatting with a friend. Unveiled in January, the flagship platform combines AI-driven creation and ‘vibe coding’ with full visual editing and customization.

Wix’s biggest competitor, Squarespace, also has one Super Bowl ad this year. The Squarespace ad has a more cinematic approach starring Emma Stone and directed by Yorgos Lanthimos.