This year’s Super Bowl commercials embraced artificial intelligence like never before, with brands integrating AI not only in their advertisements but also highlighting AI-driven products. As the technology gains more prominence, discussions surrounding its impact on creativity and jobs continue to grow.
Svedka, the vodka brand, introduced what it claims is the first “primarily” AI-generated national Super Bowl ad. The 30-second spot, titled “Shake Your Bots Off,” features animated robot characters Fembot and Brobot dancing at a human party. The creation of this ad involved around four months of work, utilizing AI to replicate human facial expressions and movements, though certain elements were still crafted by humans, particularly the storyline. Partnering with Silverside, the AI company behind previous Coca-Cola commercials, Svedka’s ad illustrates a significant step in how brands leverage AI in high-profile advertising arenas, raising questions about the role of creativity in an AI-dominated landscape.
Anthropic’s ad took a cheeky jab at competitor OpenAI, insinuating that its Claude chatbot would remain ad-free, unlike the forthcoming ads in ChatGPT. This playful rivalry spiraled into an online spat, highlighting the competitive nature of the AI sector while providing entertainment for viewers.
Tech giant Meta showcased its Oakley-branded AI glasses in an action-packed ad, featuring athletes capturing and sharing intense moments. Celebrities like IShowSpeed and filmmaker Spike Lee showcased the glasses’ functions, emphasizing the intersection of technology and adventure in everyday life.
Meanwhile, Amazon’s humorous ad starred Chris Hemsworth, amplifying popular fears about AI through a comedic narrative involving Alexa+. The ad served to introduce the Alexa+, emphasizing its advanced features while providing a lighthearted approach to common consumer apprehensions surrounding AI.
Ring’s commercial illustrated its “Search Party” feature, designed to help reunite lost pets with their owners using community-driven AI technology. The initiative has already proven effective, averaging the successful reunion of one lost dog daily, promoting a sense of community reliance on technology.
Google unveiled its cutting-edge Nano Banana Pro in a family-oriented ad that displayed the capabilities of AI in transforming spaces through simple input, showcasing the practical applications of modern technology in home design.
Ramp and Rippling also made their mark with engaging ads tying humor to their AI-driven solutions, while Hims & Hers addressed social issues in healthcare access through its spot focused on AI-powered services, resonating with a socially conscious audience.
Wix highlighted its new AI platform, Wix Harmony, aiming to simplify website creation. The ad was accompanied by a more cinematic effort from competitor Squarespace, featuring actress Emma Stone, showcasing the competitive nature of the digital services market in a high-stakes advertising environment.
Overall, this year’s Super Bowl ads spotlighted not only the capabilities of AI but also the broader conversation about its implications for the future of creativity in advertising, illustrating how brands are positioning themselves in an increasingly AI-driven world.