Artificial intelligence companies are playing their biggest role yet at the Super Bowl, with all the major AI players buying ads to showcase their tools – both for consumers and for businesses – to the expected audience of as many as 130 million people.
This year’s Super Bowl ads cost a record $8 million on average for a 30-second spot, with some priced as high as $10 million, plus more to produce the ads. Deep-pocketed tech giants and startups alike are seizing the opportunity to be part of the national conversation.
A battle started the week before the big game when Anthropic’s Claude debuted an ad skewering OpenAI’s decision to include ads in ChatGPT. That ad triggered a response from OpenAI CEO Sam Altman that drew even more attention to the campaign. OpenAI will be returning to the Super Bowl ad slate this year after its debut campaign – a 60-second spot – last year.
But it’s not just Anthropic’s Dario Amodei and Altman facing off: All the major AI players are buying time in the big game. The campaigns are taking the place of some big advertiser categories, including automakers, which are pulling back.
is running ads for the second year for Gemini AI after promoting its AI-powered features the prior two years: the Pixel’s “Guided Frame” and “Magic Eraser.”
