AI Ads Take Over Super Bowl 2025

AI-driven advertisements dominated the multi-million dollar ad spots during Super Bowl 59, as brands like OpenAI, Squarespace, Google, and Meta showcased how artificial intelligence is shaping the future of marketing.

ChatGPT creator OpenAI made its Super Bowl debut with a 60-second commercial titled “The Intelligence Age.” The $14 million ad showcases an animated journey through humanity’s most significant technological milestones, from the discovery of fire and the advent of the internet to ChatGPT, suggesting the chatbot is the next pivotal innovation.

Google’s “Dream Job” highlights the AI capabilities of its latest smartphone, the Pixel 9. The ad portrays a father preparing for a job interview with the help of Gemini Live, the phone’s built-in AI assistant. As he practices his responses, flashbacks of his parenting experiences illustrate how skills like multitasking and collaboration apply to the workplace. The ad aims to position Gemini as a seamless, real-world companion.

Meta delivered humor with two AI-focused Super Bowl ads. In one, actors Chris Pratt and Chris Hemsworth explore Kris Jenner’s private art collection using Ray-Ban Meta smart glasses, which recognize and provide real-time information about objects. Things go wrong when Hemsworth unknowingly eats a $6.2 million banana, part of Maurizio Cattelan’s conceptual artwork, “Comedian.” As the duo scrambles to find a replacement, Kris Jenner confronts them, instructing Meta to contact her lawyer.

A second ad continues the comedic theme, featuring Marvel Stars using Meta AI to learn about an art piece, only to accidentally destroy it.

Website builder Squarespace also leaned into humor with its ad, “A Tale As Old As Websites.” The ad follows actor Barry Keoghan and his donkey, Mosley, on a quest to help small businesses establish their online presence. The ad subtly highlights the simplicity and accessibility of Squarespace’s AI-driven tools, showcasing how effortlessly anyone can create a website.

GoDaddy’s “Act Like You Know,” spotlights actor Walton Goggins launching his eyewear line “Walton Goggins Goggle Glasses,” with the help of GoDaddy Airo, the company’s AI-powered business platform. The ad emphasizes how AI can help small business owners create websites, branding materials, and marketing assets.

Despite AI’s dominance in this year’s Super Bowl ads, even AI-focused companies like OpenAI chose not to use AI-generated content, underscoring the continued importance of human creativity. As in the past, most brands relied heavily on star power, and data confirmed that sentimental storytelling and celebrities appearances resulted in higher engagement.