Super Bowl LX AI Ad Roundup: Marketing Battle of 7 Companies [2026]

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Super Bowl LX AI Ad Roundup — The Marketing War of 7 Companies

  • AI company ads appeared the most ever at Super Bowl LX
  • More than 7 AI companies participated, including Anthropic, OpenAI, Google, Meta, and Amazon
  • In an era of $10 million for a 30-second ad, the AI marketing war has officially begun

The Super Bowl Ad Battle of AI Companies

Super Bowl LX in 2026 became a battleground for AI ads. Peter Lazarus, head of advertising at NBC, stated that “the category with the strongest growth is AI”[Axios]. Despite the cost of over $10 million for 30 seconds, more than 16 tech companies, including Google, Amazon, Meta, and Anthropic, ran ads[CNBC].

5 Notable AI Ads

Anthropic’s Claude ad was the most talked about. It targeted ChatGPT with the tagline “Ads are coming to AI. But not to Claude”[CNBC]. The scene where a man asks a chatbot for advice and suddenly sees a fake dating site ad is memorable.

Sam Altman protested that the ad was “dishonest,” and the controversy only fueled the buzz[TechCrunch]. Amazon released a comedy ad featuring Chris Hemsworth fearing Alexa+ AI. Meta showcased an Oakley smart glasses ad featuring Marshawn Lynch and Spike Lee. GenSpark hired Matthew Broderick.

Déjà vu of the Cryptocurrency Super Bowl?

In 2022, after FTX, Coinbase, and others heavily advertised at the Super Bowl, the market crashed[Slate]. Will AI follow the same path? In an Ad Age survey, consumers were generally negative about AI ads[Ad Age]. There is a gap between advertising costs and consumer perception.

However, AI is already generating substantial revenue, making a simple comparison difficult. The fact that so many AI ads were poured into the biggest event in American football is a sign that this technology has officially entered the mass market. Hope this helps!

Frequently Asked Questions (FAQ)

Q: Which companies ran AI ads at Super Bowl LX?

A: Anthropic (Claude), OpenAI, Google (Gemini), Amazon (Alexa+), Meta (Oakley smart glasses), GenSpark, Wix, Base44, and others participated. Anthropic generated the most buzz by directly criticizing ChatGPT’s advertising model with two ads: a 60-second pre-game ad and a 30-second in-game ad.

Q: How much does a 30-second Super Bowl ad cost?

A: The cost of a 30-second ad at Super Bowl LX in 2026 exceeded $10 million (approximately ₩14.5 billion). According to NBCUniversal, the AI category recorded the highest growth rate this year, and more than 16 tech companies ran ads, making it the most tech-focused Super Bowl ever.

Q: Is the AI Super Bowl ad rush similar to the cryptocurrency bubble?

A: Some analysts see similarities to the cryptocurrency Super Bowl ad rush in 2022. At that time, the market crashed after FTX and others heavily advertised. However, AI is already being used substantially in businesses, making a simple comparison difficult. It is worth noting that consumer surveys show negative reactions to AI ads.

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References

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