At Super Bowl LX, major AI companies — including OpenAI and Anthropic — used prime commercial airtime to put a more human, consumer-friendly face on artificial intelligence, signaling how central AI has become to mainstream culture and marketing. These ads are part of a broader trend in which tech firms are spending big to showcase their technologies and narratives to the tens of millions of viewers who tune in for the game.
Rather than just promoting products in traditional ways, several AI-industry ads focused on messaging about how their systems are designed to benefit people — aiming to build trust and familiarity with audiences potentially unfamiliar with generative AI tools. This reflects companies’ recognition that public perceptions of AI are still forming and that the Super Bowl represents one of the largest stages to shape those perceptions.
The AI ad presence at the Super Bowl wasn’t limited to OpenAI and Anthropic. Other major tech and consumer brands also integrated AI into their spots, ranging from humorous takes on smart assistants to showcase of advanced AI hardware and features. Some commercials leaned into satire, while others took a more earnest approach on how AI fits into daily life, highlighting both playful and practical uses of the technology.
This surge of AI-centric ads underscores how artificial intelligence is no longer a niche tech topic but a cultural headline story, with companies eager to differentiate their visions and values — especially as competition intensifies among the leading players.
