Some people love watching the Super Bowl for the game. Others love it for the commercials.
If you’re in the latter group, you’ll probably have noticed that the ad spots in between commercial breaks during Super Bowl LX last night were dominated by one big theme: artificial intelligence.
As noted by AdWeek, the television advertising analytics firm iSpot found that nearly a quarter of all commercials during the 2026 Super Bowl featured AI in some way.
To be more precise, 15 out of the 66 commercials—or 23% of them—either used AI in their creation (like the entirely AI-generated ad from the vodka maker SVEDKA) or were spots by big tech companies directly advertising their AI services.
It’s the spots by those big tech companies that show how the race to capture the attention of non-techie consumers has heated up.
Most of the big tech companies that advertised their AI during the Super Bowl last night have spent hundreds of billions combined building out their AI systems. Now they want to make sure their user numbers grow big enough to justify their capital expenditures.
Here’s a list of tech companies that ran AI-related spots last night:
Amazon
The fun spot stars a paranoid Chris Hemsworth who distrusts the company’s new Alexa+ AI assistant.
Genspark
The AI workplace assistant startup’s ad starred Mathew Broderick and is notable because its script was actually generated by the Genspark AI platform, notes iSpot.
The search giant’s ad takes the heartwarming route, with a mother using Gemini to generate images of a family’s new house in order to make her child feel better about the move.
Meta/Oakley
The ad, directed by Spike Lee, showcases the comapnies’ AI smart glasses.
Microsoft
The Redmond company’s ad is all about a coach using Microsoft Copilot in Excel to find the best linebackers. It should be noted that while this ad ran during the Super Bowl, it aired online several weeks earlier.
OpenAI
The ChatGPT maker’s ad focuses on its new Codex software development tools.