From Svedka to Anthropic, brands are making bold moves using AI in Super Bowl ads

Following last year’s trend of featuring AI in multi-million dollar ad spots, the 2026 Super Bowl ads are taking it a step further by leveraging AI to create commercials 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 commercials and snack brands.

Let’s explore the biggest moments from this year’s big toy announcements, which featured everything from robots and AI glasses to a touch of drama involving tech founders.

Svedka

Vodka brand Svedka has gone with what it describes as the first national Super Bowl spot generated by artificial intelligence. The 30-second ad, titled “Shake Your Bots Off,” shows the company’s robot character, Fembot, and her new companion, Brobot, dancing in circles at a human party.

According to Svedka’s parent company Sazerac, it took nearly four months to rebuild the Fembot and train the AI ​​to mimic facial expressions and body movements, the Wall Street Journal reported. However, the vodka brand noted that some aspects are still being handled by humans, such as story development.

The company partnered with AI firm Silverside to create a Super Bowl website, according to ADWEEK. Silverside AI is the same team behind the AI-generated Coca-Cola commercials that sparked controversy.

It’s a bold move to debut AI-generated content during the Super Bowl, an event known for high-production, star-studded ads. The heavy reliance on artificial intelligence is polarizing, 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 the chatbot Claude; It was about throwing shade. The commercial criticized OpenAI’s plan to bring ads to ChatGPT, with the tagline: “Ads are coming to AI. But not to Cloud.” Instead of focusing solely on Claude’s features, he poked fun at the idea of ​​your helpful AI assistant suddenly turning into a hype guy for “Step Boost Maxx” insoles, for example.

It wasn’t just a standard product demo, but it also escalated into an online dispute. OpenAI’s Sam Altman responded on social media, calling the ad “patently dishonest.” So, while we didn’t get any more Kendrick vs. Drake rap beef this time around, we may have gotten our own version of A.I.

Meta highlighted Oakley’s branded AI glasses, designed for sports, workouts and adventures, including extreme scenarios like chasing a departing plane.

The ad showed thrill-seekers, from skydivers to mountain bikers, using the glasses to capture epic moments. Famous faces like iShowSpeed ​​and director Spike Lee made appearances, showing off capabilities like filming a basketball dunk in slow motion, hands-free posting to Instagram, and other advanced features.

The tech giant also showed off its wearable AI technology in a Super Bowl ad last year to pique consumer interest, with stars like Chris Pratt, Chris Hemsworth and Kris Jenner showing off Ray-Ban Meta sunglasses.

Amazon

Amazon’s ad took a cheeky (and slightly disturbing) approach, starring Chris Hemsworth in a satirical “AI is trying to get me” story. The commercial exaggerates common fears about artificial intelligence, with Hemsworth humorously accusing Alexa+ of conspiring against him. Scenes included Alexa+ slamming a garage door on his head and closing a pool lid while swimming, each mishap escalating to the point of absurdity.

Aside from the dark comedy, the ad introduced the new Alexa+, showcasing its intelligence and enhanced capabilities, from managing smart home devices to planning vacations. Alexa+ has been available in early access for over a year and officially launched to all users in the US on Wednesday.

bell

The Ring commercial highlighted its “Search Party” feature, which leverages artificial intelligence and the community network to reunite lost pets with their owners. The ad followed a young girl searching for her dog Milo, showing how users can upload a photo of a pet to the app, where AI identifies matches and taps nearby cameras and the broader Ring user community to help 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 reunite more than one lost dog with its owner every day.

Google

Google’s ad showcased the Nano Banana Pro, the latest image generation model. The ad follows a mother and son as they use artificial intelligence to envision and design their new home, uploading photos of empty rooms and turning them into personalized spaces with just a few prompts.

slope

Ramp made a splash by getting Brian Baumgartner — the actor who played Kevin from “The Office” — in a Super Bowl ad.

Right away, Baumgartner uses Ramp’s AI-powered spend management platform to “double up” himself, handling a mountain of work effortlessly. The announcement highlights how Ramp’s comprehensive solution helps teams focus on the tasks that matter most through intelligent automation.

As a playful nod to his TV character, Baumgartner is seen holding a pot of chili in the ad, a reference to Kevin’s legendary scene when he brought his cherished recipe for his co-workers to try, only to disastrously spill the entire pot on the floor.

spread

Rippling, the cloud-based workforce management platform, shared its first-ever Super Bowl ad. The company enlisted the help of comedian Tim Robinson in an article about qualifying a space monster, poking fun at HR headaches and the promise of AI automation.

He whispered and hers

Health company Hims & Hers used its Super Bowl spot to address disparities in access to health care. The ad cleverly references the efforts of the wealthy toward health and longevity, even appearing to mock Jeff Bezos’ Blue Origin space flight in 2021 and Brian Johnson’s expensive anti-aging procedures.

In recent years, the company has launched its AI-powered “MedMatch” tool to provide more personalized treatment recommendations, especially around mental health and wellness.

Weeks

Website builder Wix has highlighted its new AI-powered Wix Harmony platform, promising to create a website as easy as chatting with a friend. Unveiled in January, the main platform combines AI-driven creativity and “dynamic coding” with full visual editing and customization.

Wix’s biggest competitor, Squarespace, also has a Super Bowl ad this year. Starring Emma Stone and directed by Yorgos Lanthimos, the Squarespace ad has a more cinematic style.