From Svedka to Anthropic, brands make bold plays with AI in Super Bowl ads Lauren Forristal 2:43 PM PST · February 6, 2026 Following last year’s trend of showcasing AI in multimillion-dollar ad spots, the 2026 Super Bowl advertisements took it a step further by leveraging AI both to create the commercials and to promote the latest AI products. Love it or hate it, the technology has become a star in its own right, alongside the latest movie trailers and snack brands.
Let’s explore the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a touch of drama involving tech founders.
Vodka brand Svedka went with what it touts as the first “primarily” AI-generated national Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character, Fembot, and her new companion, Brobot, dancing their circuits off at a human party.
According to Svedka’s parent company, Sazerac, it took roughly four months to reconstruct the 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 were still handled by humans, such as developing the storyline.
The company partnered with AI company Silverside to create the Super Bowl spot, according to ADWEEK . Silverside AI is the same team behind recent 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 star-studded, high-production ads. The heavy reliance on AI is polarizing, fueling debates over whether AI will replace creative jobs.
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Anthropic’s ad wasn’t just about selling its Claude chatbot; it was about throwing shade. The commercial took a jab at OpenAI’s plan to introduce ads to ChatGPT , with a tagline: “Ads are coming to AI. But not to Claude.” Rather than focus solely on Claude’s features, it poked fun at the idea of your helpful AI assistant suddenly turning into a hype man for “Step Boost Maxx” insoles, for example.
It was not only not a standard product pitch, but it also escalated into an online feud . OpenAI’s Sam Altman fired back on social media, calling the ad “clearly dishonest.” So while we didn’t get any more Kendrick vs. Drake rap beef this time around, maybe we did get our own AI, nerdy version of it .
Meta spotlighted its Oakley-branded AI glasses , designed for sports, workouts, and adventures, including extreme scenarios such as chasing down a departing plane.
The ad showcased thrill-seekers, from skydivers to mountain bikers, using the glasses to capture epic moments. Famous faces like iShowSpeed and filmmaker Spike Lee made appearances, demonstrating capabilities like filming a basketball dunk in slow motion, posting hands-free to Instagram, and other advanced features.
The tech giant also featured its wearable AI tech 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 glasses.
Amazon’s ad took a cheeky (and slightly unsettling) approach, starring Chris Hemsworth in a satirical “AI is out to get me” storyline. The commercial exaggerates common fears about AI, with Hemsworth humorously accusing Alexa+ of plotting against him. Scenes included Alexa+ closing the garage door on his head and shutting the pool cover while he swam, each mishap escalating in absurdity.
Beyond the dark comedy, the ad introduced the new Alexa+, showcasing its enhanced intelligence and capabilities, ranging from managing smart home devices to planning vacations. Alexa+ had been available in early access for over a year and officially launched to all U.S. users on Wednesday.
Ring’s commercial spotlighted its “Search Party” feature , which leverages AI and a community network to reunite lost pets with their owners. The ad followed a young girl searching for her dog Milo, illustrating how users can upload a pet’s photo to the app, where AI works to identify matches and taps into nearby cameras and the broader Ring user community to help track down missing furry family members.
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