The Super Bowl has long been the pinnacle of advertising, with brands vying for attention through innovative and memorable commercials. In 2025, a significant shift occurred as artificial intelligence (AI) became the focal point of many high-profile ads, reflecting its growing influence across industries.
AI-Powered Advertisements Steal the Show
This year’s Super Bowl commercials prominently featured AI, both as a central theme and as a tool in the creative process. Tech giants and other companies showcased their latest AI innovations, aiming to captivate the massive audience.
Google’s Gemini AI: Assisting Everyday Life
Google seized the opportunity to highlight its AI capabilities through a series of advertisements centered on its Gemini AI platform. The campaign included television spots, digital platforms, and interactive content.
One notable ad, Dream Job, celebrated the 15th anniversary of Google’s first Super Bowl appearance. It depicted how Gemini Live, a conversational assistant, aids a father in preparing for a job interview, enhancing his confidence by transforming his parenting experiences into compelling responses. Another ad, Party Blitz, took a humorous approach, showing Gemini assisting a young man in impressing his girlfriend’s family during a Super Bowl party. These ads underscored Gemini Live’s natural language processing capabilities, emphasizing Google’s commitment to integrating AI into everyday products.
OpenAI’s Super Bowl Debut
In a historic move, OpenAI aired its first television commercial during the Super Bowl, marking its entry into mainstream advertising. This decision underscores the company’s ambition to introduce artificial intelligence to a broader audience. The 30-second spot, which cost up to $8 million, aimed to showcase the practical applications of AI in daily life.
Meta’s Ray-Ban Meta Glasses: Celebrity Endorsements Meet AI
Meta (formerly Facebook) collaborated with celebrities Chris Hemsworth, Chris Pratt, and Kris Jenner to promote its Ray-Ban Meta smart glasses. The ad featured humorous scenarios where the actors, while using the smart eyewear, inadvertently caused mishaps, highlighting the seamless integration of AI into wearable technology. Hemsworth expressed that filming the ad was enjoyable due to the improvisational opportunities and the chance to work alongside Pratt and Jenner.
GoDaddy’s Return: Spotlight on AI Tools for Small Businesses
After an eight-year hiatus, GoDaddy made a comeback to the Super Bowl stage with a 30-second spot promoting Airo, its AI-powered tool designed to assist small businesses. Launched in late 2023, Airo automates tasks such as setting up an LLC, creating websites, suggesting domain names, and developing marketing content. The ad emphasized GoDaddy’s evolution from its earlier provocative commercials to a focus on empowering entrepreneurs through advanced technology.
Avocados From Mexico: Engaging Consumers with AI
Avocados From Mexico (AFM) leveraged AI to create an interactive experience for consumers. The brand introduced the Guacline, allowing fans to engage in a simulated conversation with a digital avatar of former NFL star Rob Gronkowski. This AI-generated deepfake provided users with guacamole recipes and showcased how AI can offer personalized interactions, enhancing consumer engagement.
AI in the Creative Process: Behind the Scenes
Beyond featuring AI in their products, several brands utilized AI tools during the creative development of their commercials. Companies like GoDaddy, Hims & Hers, and MSC Cruises employed AI in the ideation phase, using generative AI to assist in storyboarding and concept development. This approach streamlined the creative process, allowing for rapid visualization of ideas and facilitating collaboration between teams.
Balancing Innovation with Audience Engagement
While AI took center stage in many ads, brands were mindful of maintaining broad appeal. Many commercials leaned on humor and nostalgia to connect with viewers, ensuring that the integration of advanced technology did not alienate audiences. This strategy reflects a careful balance between showcasing innovation and delivering content that resonates on an emotional level.
Pro Tip: Crafting AI-Focused Campaigns
When developing AI-centric advertising campaigns, it’s crucial to humanize the technology. Demonstrate how AI can enhance everyday experiences and solve real-world problems. Incorporate relatable scenarios and storytelling to make the technology accessible and engaging to a broad audience.
Looking Ahead: The Future of AI in Advertising
The prominence of AI in Super Bowl 2025 commercials signifies a broader trend in the advertising industry. As AI continues to evolve, its role in both the creative process and as a featured product is likely to expand. Brands are recognizing the potential of AI to not only enhance their offerings but also to create more personalized and engaging consumer experiences.
Super Bowl 2025 marked a pivotal moment where artificial intelligence transitioned from a behind-the-scenes tool to a starring role in mainstream advertising. This shift highlights the growing importance of AI in shaping the future of marketing and consumer engagement.
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