Brands make bold AI plays in Super Bowl ads

Following last year’s trend, Super Bowl advertisers leaned into AI both to create commercials and to promote new products, making the technology as much a star as trailers and snack brands. This year’s spots delivered robots, AI glasses and even a bit of drama involving tech founders.

Svedka ran what it calls the first “primarily” AI-generated national Super Bowl spot, a 30-second ad titled “Shake Your Bots Off” that pairs the brand’s Fembot with a new companion, Brobot, at a human party. The company says it took roughly four months to reconstruct Fembot and train the AI to mimic facial expressions and body movements, while humans handled parts like the storyline; the spot was created with AI firm Silverside.

Anthropic’s commercial aimed a jab at OpenAI with the line “Ads are coming to AI.

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