Super Bowl LX on February 8, 2026, will feature several ads highlighting artificial intelligence, from disco robots to AI-powered website tools. The matchup between the Seattle Seahawks and New England Patriots at Levi's Stadium in Santa Clara, California, sets the stage for these tech-infused commercials amid growing AI prominence. Brands like Svedka Vodka, Wix, OpenAI, and Meta are incorporating or promoting AI in their spots.
Super Bowl LX pits the Seattle Seahawks against the New England Patriots at Levi's Stadium in Santa Clara, California, on February 8, 2026. As 2026 emerges as a pivotal year for artificial intelligence, several advertisements during the game will both incorporate and promote AI technologies, building on last year's efforts that included promotions by actor Walton Goggins and The Muppets.
Svedka Vodka's ad introduces terrifying disco robots, featuring a retired mascot called the Fembot and a male counterpart, BroBot. The commercial, soundtracked by Rick James' "Super Freak," depicts the robots taking over a dance floor from humans. When BroBot drinks the vodka, red liquid pours from his throat, resembling hemorrhage, and he catches fire. The company describes it as "created by humans in partnership with robots (aka artificial intelligence)." This marks the first vodka ad during the Super Bowl in 30 years and the first brand to use mostly AI in creating its commercial.
Wix, a website-building company, promotes its Wix Harmony platform, which integrates AI into site creation. The ad shows a woman using it to build a website for her handmade furniture business.
OpenAI, known for ChatGPT and Sora, will air a commercial, though details remain unreleased days before the game, according to The Wall Street Journal. Last year's ad used dots to form images of inventions like fire, the wheel, trains, jets, and the moon landing, with the tagline: "All progress has a starting point."
Meta teases Oakley-branded AI glasses in a short video, targeting extreme sports enthusiasts like X Games athletes. This echoes their 2025 Super Bowl ad featuring Chris Pratt and Chris Hemsworth viewing Kris Jenner's art collection through similar glasses.
These AI-focused ads highlight the technology's increasing integration into entertainment and consumer products, amid broader industry developments. (Ziff Davis, CNET's parent, sued OpenAI in April over copyright infringement in AI training.)
