Did AI Impact This Year’s Super Bowl Ads?

Super Bowl commercials have always been a major investment for brands, but lately, they feel even more high-stakes. Viewers aren’t just watching for entertainment anymore — they’re judging the creativity, the effort, and the overall quality. If an ad feels lazy or “thrown together,” audiences notice immediately.

AI Is Becoming Part of the Super Bowl Conversation

This year, artificial intelligence wasn’t just a behind-the-scenes tool used by marketing teams. It was also front and center in the commercials themselves. In fact, one report found that about 15 out of 66 Super Bowl ads included some AI element. That’s a big signal that brands believe AI is something consumers are interested in — or at least curious about.

Audience Reactions Weren’t Exactly Positive

While AI may be trending, that doesn’t mean viewers are excited about it. A survey found that half of social media comments tied to AI-related Super Bowl ads leaned strongly negative. Many people felt that using AI takes away from the “premium” feel that Super Bowl commercials are known for. For an event where audiences expect cinematic-level production, anything that seems automated can come across as cheap or less thoughtful.

Dunkin’ Took the Biggest Hit

One of the most discussed commercials in the AI conversation was Dunkin’s “Good Will Dunkin” ad. Data showed that it captured a large chunk of the AI-related chatter, including 37% of mentions tied to AI commercials. Critics weren’t necessarily upset that AI was involved — they were more frustrated with how the ad felt uneven and disconnected, especially with its sitcom-style approach and AI-generated elements.

AI.com Proved AI Can Still Drive Results

Not every AI-related commercial was met with backlash. One of the biggest winners was AI.com, which promoted an upcoming personal AI assistant. The ad drove so much immediate interest that viewers rushed to reserve usernames on the platform, reportedly overwhelming the site. According to EDO, the commercial performed far above average, generating over nine times the engagement of the typical Super Bowl ad.

What Brands Are Betting On Next

Beyond AI, other high-performing ads came from brands like Lay’s, Netflix, Cadillac, Budweiser, and Wegovy. Overall, the biggest themes seemed to revolve around AI tools, weight-loss drugs, sports betting, cryptocurrency, and consumer-focused tech.

The Bigger Question: Will This Shape the Economy in 2026?

Brands clearly believe these industries are where consumer attention is heading. The real question is whether the Super Bowl is simply reflecting what’s trending — or if these ads are helping push these categories into becoming even bigger forces in the year ahead.

Cate Bender, the author, is Project Coordinator of Marketing Keys