Super Bowl LIX Kicks Off With AI-Powered Ads

NEW ORLEANS — Super Bowl LIX has officially kicked off, bringing with it a wave of high-profile, AI-focused advertisements. Fox, the network broadcasting the event, announced in November that all ad spots had been sold, with over 10 commercials costing advertisers $8 million each. This year’s lineup of ads showcases a range of themes, from smart glasses to pizza rolls, with a significant emphasis on artificial intelligence.

“AI is coming. If it’s not already here in almost every business, it will be coming like a freight train,” said Mark Evans, executive vice president of sales for Fox Sports. “So you will see some more AI-focused creative, which I think intuitively would be expected.”

Google’s AI platform, Gemini, made headlines with an ad featuring the Wisconsin Cheese Mart. The original ad inaccurately claimed that Gouda cheese accounts for “50 to 60 percent of the world’s cheese consumption.” After the error was pointed out, Google re-edited the ad to remove the misleading statistic. “Following his suggestion to have Gemini rewrite the product description without the stat, we updated the UI to reflect what the business would do,” a Google spokesperson explained.

Salesforce’s ad for its AI-driven customer relationship management platform, Agentforce, stars Matthew McConaughey. In the ad, McConaughey’s booking app fails to move his reservations inside during a rainstorm because it lacks Agentforce. “His booking app didn’t have Agentforce, so an AI agent didn’t know to move my reservations inside,” McConaughey says in the spot.

Meta’s AI-powered Ray-Ban smart glasses are featured in an ad starring Chris Pratt, Chris Hemsworth, and Kris Jenner. The commercial includes a nod to the AI-generated art piece that sold for $6 million at an auction last year. Meanwhile, Booking.com’s ad, featuring Kermit the Frog and Miss Piggy, promotes the company’s new AI-powered features for users.

Snoop Dogg and Tom Brady team up in an ad that humorously addresses hate, with the two trading barbs about their differences. Another ad featuring Willem Dafoe and Catherine O’Hara shows them dominating a pickleball game alongside athletes like Sabrina Ionescu and Randy Moss.

Anheuser-Busch’s Budweiser ad, a Super Bowl staple, tells the story of a Clydesdale foal striving to join the company’s beer run despite being told it’s “still too little.”

These ads, along with others, highlight the growing role of AI in advertising and its increasing presence in everyday life. As the game progresses, viewers can expect more innovative and AI-driven content from major brands.