Artificial Intelligence Super Bowl ads and ads that used artificial intelligence were rampant during the broadcast of Super Bowl LX. Expect the 2026 edition of the big game to be referred to as “The AI Bowl.”
Although many of the ads created by AI were closer to being “AI Slop” than great ads, let’s look at how the heavy hitters of artificial intelligence marketed during the Super Bowl.
Anthropic (Claude) ran two spots in the final 30 minutes before kickoff and one during the first quarter. A 30-second in-game unit averaged about $8 million, with some units topping out at $10 million.
Pregame ads are slightly less expensive and were reported at $4.5 million in 2025. Reports were that the pregame ads were higher than that although we don’t have a specific number yet.
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As a result, it would appear that Anthropic spent between $12 million and $16 million for their ad spend on Super Bowl LX.
OpenAI ran a 60-second spot at the end of the first quarter. The cost of this ad in the first quarter is higher than other ads because all eyes are on the first quarter commercials, while interest fades as the game goes on.
Total spend on this ad for OpenAI was roughly $14 million.
If you count ads that promoted AI products from larger tech firms, the total jumps substantially.
For example, Meta, Amazon, and Google all has artificial intelligence themed ads this year. Meta’s AI-glasses campaign was basically two spots.
It was clear that Anthropic’s first quarter ad was targeting OpenAI. The ad shows a man exercising asking a person representing a chatbot for help to get six pack abs. Instead, our character is fed an ad. This was clearly a jab at OpenAI who has said they will start placing ads on their free tier and cheaper versions of ChatGPT.
Clearly, the ad struck a nerve as OpenAI CEO Sam Altman posted on social media that he laughed at the funny ads but blasted the Anthropic ad as dishonest. He then jabbed back about Claude’s smaller customer base.
OpenAI’s second commercial was showing it’s value with farming.
One ad that stood out was an Amazon ad with Chris Hemsworth imagining the way the new Alexa Plus chatbot can hurt him. This brought some consumers concerns of artificial intelligence taking over the world to the forefront.
Another Amazon product, Ring, placed an ad that can help find missing dogs. This was in response to some of the positive tones of the ads in response to politically divisive events being top of mind for many viewers.
With viewership in the United States averaging $127 million plus throughout the game, advertisers benefited from the significant reach of their spend. That cost equates to .062 cents per viewer for advertisers which is cheap in the long run.