The Super Bowl has always been a stage for the biggest and boldest ads, but this year, AI stole the show in ways that are both groundbreaking and controversial. From vodka robots to chatbot feuds, brands like Svedka and Anthropic didn’t just use AI to sell products—they used it to create the ads themselves, sparking debates about creativity, ethics, and the future of work. But here’s where it gets controversial: as AI takes center stage, are we witnessing the rise of a new advertising era, or the beginning of the end for human creativity in marketing? Let’s dive into the most talked-about moments from this year’s Super Bowl ads and explore the bold, bizarre, and thought-provoking ways AI is reshaping the game.
Svedka: Dancing Robots and AI-Generated Ads
Vodka brand Svedka made history with what it claims is the first primarily AI-generated Super Bowl ad. The 30-second spot, titled Shake Your Bots Off, features the brand’s iconic robot character, Fembot, and her new sidekick, Brobot, tearing up the dance floor at a human party. But this wasn’t just a fun ad—it was a four-month labor of love (and algorithms). According to The Wall Street Journal, Svedka’s parent company, Sazerac, partnered with AI firm Silverside to train the AI to mimic facial expressions and body movements. While humans still handled the storyline, the heavy lifting was done by machines. And this is the part most people miss: Silverside is the same team behind Coca-Cola’s controversial AI-generated holiday ad, which sparked debates about authenticity in advertising. Svedka’s move is undeniably bold, but it’s also polarizing—is AI a creative partner or a job-stealing machine?
Anthropic: Throwing Shade with Claude
Anthropic’s ad wasn’t just about selling its Claude chatbot; it was a direct jab at OpenAI’s plan to introduce ads to ChatGPT. With the tagline, ‘Ads are coming to AI. But not to Claude,’ the commercial poked fun at the idea of your AI assistant suddenly shilling products like ‘Step Boost Maxx’ insoles. It wasn’t your typical product pitch, and it quickly 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 a Kendrick vs. Drake rap battle, we got something almost as entertaining: a nerdy, AI-fueled clash of tech titans. But here’s the question: is Anthropic’s ad a clever critique of AI monetization, or just a thinly veiled marketing stunt?
Meta: AI Glasses for Thrill-Seekers
Meta’s ad for its Oakley-branded AI glasses was all about living life on the edge. From skydivers to mountain bikers, the commercial showcased how these glasses can capture epic moments—like filming a basketball dunk in slow motion or posting hands-free to Instagram. With cameos from stars like IShowSpeed and Spike Lee, Meta made a strong case for its wearable AI tech. But let’s be real: chasing down a departing plane with AI glasses? That’s either genius or pure fantasy. Either way, it’s a bold vision for the future of tech.
Amazon: When AI Turns Against You
Amazon’s ad took a cheeky—and slightly unsettling—approach to AI fears. Starring Chris Hemsworth, the commercial imagines a world where Alexa+ is out to get him, from closing the garage door on his head to shutting the pool cover while he’s swimming. It’s dark comedy at its best, but it also introduces the new Alexa+, which promises enhanced intelligence and capabilities. The ad walks a fine line between humor and paranoia: are we laughing with AI or at our growing dependence on it?
Ring: Reuniting Lost Pets with AI
Ring’s ad tugged at heartstrings with its ‘Search Party’ feature, which uses AI and a community network to find lost pets. The story of a young girl searching for her dog, Milo, highlights how users can upload a pet’s photo to the app, where AI identifies matches and taps into nearby cameras to track down missing furry friends. The feature has already reunited over one lost dog per day with its owner, and now, even non-Ring camera owners can use it. It’s a feel-good use of AI, but it also raises questions: how far are we willing to go in relying on tech to solve everyday problems?
Google: Designing Homes with AI
Google’s ad for its Nano Banana Pro image-generation model was all about turning dreams into reality. A mother and son use AI to design their new home, transforming bare rooms into personalized spaces with just a few prompts. It’s a glimpse into a future where AI isn’t just a tool—it’s a creative partner. But here’s the catch: as AI makes design more accessible, what happens to the professionals who once held these skills exclusively?
Ramp: Multiplying Productivity with AI
Ramp’s ad starring Brian Baumgartner (yes, Kevin from The Office) was a playful take on AI-powered productivity. Using Ramp’s spend management platform, Baumgartner ‘multiplies’ himself to tackle a mountain of work, all while carrying a pot of chili—a nod to Kevin’s infamous spill scene. It’s a fun ad, but it also highlights a serious point: AI automation isn’t just about efficiency; it’s about freeing up time for what truly matters.
Rippling: Onboarding an Alien with AI
Rippling’s first-ever Super Bowl ad was a hilarious take on HR headaches. Starring comedian Tim Robinson, the spot imagines onboarding an alien monster, poking fun at the chaos of workplace management. It’s a clever way to showcase Rippling’s cloud-based platform, but it also raises a question: as AI takes over mundane tasks, will HR professionals become obsolete, or will they evolve into something new?
Hims & Hers: AI for Healthcare Equity
Hims & Hers used its ad to address a serious issue: disparities in healthcare access. The spot cleverly references the lengths the wealthy go to for health, from Jeff Bezos’ space flights to Bryan Johnson’s anti-aging routines. It’s a bold statement, but it also introduces the company’s AI-powered MedMatch tool, which aims to deliver personalized treatment recommendations. Is this the future of healthcare, or just another example of tech widening the gap between the haves and have-nots?
Wix: Website Creation as Easy as Chatting
Wix’s ad for its AI-powered Wix Harmony platform promised website creation as simple as chatting with a friend. Unveiled in January, the platform combines AI-driven design with full visual customization. But with competitor Squarespace also debuting a cinematic ad starring Emma Stone, the battle for dominance in the website-building space is heating up. The question is: as AI makes web design accessible to everyone, what does that mean for professional designers?
The Bigger Question: Is AI a Creative Partner or a Job Killer?
This year’s Super Bowl ads left us with more questions than answers. AI is undeniably transforming advertising, but at what cost? Is it a tool that enhances human creativity, or a force that threatens to replace it? As we marvel at dancing robots and chatbot feuds, let’s not forget to ask: what kind of future are we building with AI? And more importantly, who gets to decide? Sound off in the comments—we want to hear your thoughts!
