From Svedka to Anthropic, brands are making bold plays with AI in Super Bowl ads
Following last year’s trend of showcasing AI in multi-million dollar ad spots, the 2026 Super Bowl ads took it a step further by using AI to both create ads and promote the latest AI products. Love it or hate it, technology has become a star in its own right, alongside the latest movie trailers and snack products.
Let’s take a look at the biggest moments from this year’s Big Game announcements, which included everything from robots and AI glasses to a touch of drama involving tech innovators.
Svedka
Vodka brand Svedka has come up with what stands out as the first “very” AI-generated national Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character, Fembot, and his new friend, Brobot, dancing their circuits at a human party.
According to Svedka’s parent company, Sazerac, it took about four months to rebuild Fembot and train the AI to mimic facial expressions and body movements, the Wall Street Journal reported. However, the vodka brand noted that certain aspects are still being handled by people, such as creating a story line.
The company partnered with AI firm Silverside to create a Super Bowl spot, according to ADWEEK. Silverside AI is the same team behind Coca-Cola’s recent controversial AI-generated ads.
It’s a bold move to release AI-generated content for the first time during the Super Bowl, an event known for its star-studded, high-production commercials. Overreliance on AI is divisive, fueling arguments that AI will replace creative jobs.
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Either way, Svedka gets people talking.
Anthropic
Anthropic’s ad wasn’t just to sell its Claude chatbot; it was about throwing shade. Marketing took a dig at OpenAI’s plan to introduce ads to ChatGPT, with the tagline: “Ads are coming to AI. But not to Claude.” Rather than focusing only on Claude’s features, tease you with the idea that your helpful AI assistant just turned out to be the hype man for the “Step Boost Maxx” insoles, for example.
It wasn’t a typical product pitch, and it grew into an online controversy. OpenAI’s Sam Altman fired back on social media, calling the ad “blatantly dishonest.” So while we didn’t get any more Kendrick vs. Drake rap this time, maybe we’ve got our own AI, a mindless version of it.
Meta highlighted its Oakley-branded AI glasses, designed for sports, exercise, and adventure, including extreme situations like chasing a flying airplane.
The ad shows thrill seekers, from skydivers to mountain bikers, using goggles to capture incredible moments. Famous faces like IShowSpeed and filmmaker Spike Lee appeared, demonstrating skills such as recording a basketball dunk in slow motion, posting hands-free on Instagram, and other advanced features.
The tech giant also featured its wearable AI technology in last year’s Super Bowl ad to spark consumer interest, with stars like Chris Pratt, Chris Hemsworth, and Kris Jenner showing off Ray-Ban Meta sunglasses.
Amazon
Amazon’s ad took a sneaky (and slightly awkward) approach, starring Chris Hemsworth in the hilarious “AI is out to get me” storyline. The ad exaggerated the general fear of AI, with Hemsworth accusing Alexa+ of mocking him by conspiring against him. Scenes included Alexa+ closing the garage door on her head and closing the pool cover while she was swimming, each disaster growing absurd.
Beyond the dark humor, the ad introduced the new Alexa+, showing off its enhanced intelligence and capabilities, from managing smart home devices to planning vacations. Alexa+ has been available in early access for over a year and was officially rolled out to all US users on Wednesday.
Call it
Ring’s commercial highlighted its “Search Party” feature, which uses AI and a social network to reunite lost pets with their owners. The ad followed a little girl searching for her dog Milo, showing how users can upload a photo of the pet to the app, where AI works to identify matches by tapping nearby cameras and the wider community of Ringi users to help track down lost furry family members.
Ring recently announced that anyone can now use Search Party, even without having a Ring security camera. According to the company, this feature has helped reunite more than one lost dog with its owner every day.
Google’s ad showcased the Nano Banana Pro, its new model for photo reproduction. The commercial followed a mother and son as they used AI to visualize and design their new home, uploading photos of empty rooms and creating personalized spaces with just a few commands.
The ramp
Ramp scored well by getting Brian Baumgartner — the actor who played Kevin on “The Office” — for his Super Bowl ad.
Meanwhile, Baumgartner is using Ramp’s AI-powered money management platform to “replicate” himself, tackling a bigger task. The ad highlights how Ramp’s all-in-one solution helps teams focus on the most important tasks through intelligent automation.
And, as a nod to his TV persona, Baumgartner is seen holding a pot of chili in the ad, a reference to Kevin’s fictional scene where he brings out his favorite recipe for his teammates to try, and then spills the entire pot on the floor.
The flow
Rippling, a cloud-based workforce management platform, landed its first-ever Super Bowl ad. The company tapped comedian Tim Robinson on the spot about riding the alien monster, poking fun at HR’s headache and the promise of AI.
His & Hers
Health company Hims & Hers used its Super Bowl spot to address the disparity in health access. The ad cleverly points to the lengths the wealthy will go for health and longevity, even appearing to mock Jeff Bezos’ Blue Origin spaceflight in 2021 and Bryan Johnson’s expensive anti-aging procedures.
In recent years, the company launched the AI-powered “MedMatch” tool to deliver personalized treatment recommendations, especially for mental health and wellness.
Wix
Website builder Wix showcased its new AI-powered Wix Harmony platform, which promises website creation is as easy as chatting with a friend. Launched in January, the flagship platform combines AI-driven creation and “vibe code” with full visual editing and customization.
Wix’s biggest competitor, Squarespace, also has a Super Bowl ad this year. The Squarespace ad features a more cinematic approach starring Emma Stone and directed by Yorgos Lanthimos.
This post was originally published on February 6, 2026.
