The dust is still settling after yesterday’s Super Bowl LIX, in which the Philadelphia Eagles finally defeated the Kansas City Chiefs.
While the game didn’t feature as much back-and-forth excitement as some previous Super Bowls, the internet was buzzing long before it ended.
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Rapper Kendrick Lamar’s halftime performance made an undeniable impression, with guest appearances by iconic figures such as tennis star Serena Williams and actor Samuel L. Jackson.
Meanwhile, this year’s Super Bowl commercial lineup is still generating quite a bit of conversation, particularly among tech enthusiasts.
For decades, popular consumer brands and retailers have devoted considerable time and resources to taking advantage of the Super Bowl’s viewership by creating the perfect video advertisement. But this year, the game’s commercial lineup felt different as a new theme took center stage.
During Super Bowl LIX between the Kansas City Chiefs and Philadelphia Eagles, many viewers tuned in to see commercials with a clear theme. (Photo by Jamie Squire/Getty Images)
Big tech plays the big game with AI-themed ads
One theme stood out in the Super Bowl LIX commercial lineup: artificial intelligence (AI).
Some of the tech sector’s most prominent names used the Super Bowl as an opportunity to remind consumers that they are entirely focused on AI. However, the lineup of advertisers highlighting AI in their commercials didn’t just feature Silicon Valley companies.
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Coca-Cola (KO) used AI to play up the nostalgia aspect. The soft drink maker addressed fears about AI taking jobs, reminding audiences that the modern computer once made people feel the same way and emphasizing the classic “we’ll be alright” angle it has used in many ad campaigns.
Overall, though, it is clear that tech leaders have recognized the necessity of appealing to the wide-ranging consumer audience who tunes into the Super Bowl, and the economics of it make sense.
“At 200 million viewers, Super Bowl spots are costing less than a nickel a viewer—cheaper than many other sports shows,” Forbes reports, noting that companies paid roughly $8 million for 30 seconds of airtime.
It is important to note, though, that these figures do not account for the production costs for the companies behind the advertisements, which are largely unavailable and likely varied.
Super Bowl LIX AI advertising lineup
OpenAI, the startup behind ChatGPT, made its Super Bowl debut this year with a commercial that still has the tech community talking. Unlike most Super Bowl ads, this video didn’t feature flashy graphics or celebrities.
In fact, OpenAI took a highly minimalist approach, using a style similar to pointillism, an artistic technique in which small dots are used to create something bigger.
The startup used the 60-second spot to position ChatGPT alongside humanity’s most significant achievements, including the moon landing, ending with the question, “What do you want to create next?” Placed during the game’s coveted first half, it cost roughly $14 million.
What do you want to create next? pic.twitter.com/L3UZyXPeTC
— OpenAI (@OpenAI) February 10, 2025
Prominent tech leader Google (GOOGL) took the opportunity to showcase its Gemini AI assistant, trying to highlight how it can help people. One ad, which ran roughly two minutes and five seconds in total, showed it helping a father prepare for an important job interview using the Gemini app and relating personal experiences to the position.
However, Google’s other AI, meant to showcase how Gemini AI can help small business owners, initially backfired after being leaked a few days ago. The 30-second spot showed a Wisconsin Cheese farmer but included an incorrect statistic about Gouda cheese, prompting Google to correct it quickly.
The company spent an estimated $41.36 million on these ads, with the two-minute ‘Dream Job’ ad costing $33.36 million and the 30-second cheese spot costing $8 million to run.
Web domain leader GoDaddy (GDDY) employed the classic Super Bowl ad strategy of bringing in a celebrity and making their ad look like an action film. Its commercial featured actor Walton Goggins and showed him in multiple high-stakes situations, such as traveling through space and racing cars.
During the one-minute video, Goggins doesn’t mention AI until the end, revealing that GoDaddy’s AI platform can help small business owners, making complicated technical tasks so easy that anyone can feel like they know what they’re doing. This ad likely cost $16 million to run, as it lasted exactly one minute.
Meta Platforms (META) also used celebrities to try and sell its newest AI offering. In this case, actors Chris Hemsworth and Chris Pratt were forced to use the new Meta AI classes after accidentally destroying a piece of art.
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While humorous and silly in nature, the ad does highlight the useful aspects of Meta’s new device, particularly for identifying confusing things in public to avoid embarrassing situations. Approximately 30 seconds long, it likely cost $8 million to run.
Tech commentator Lance Ulanoff argues that the contrast between Google and OpenAI’s ads shows which company will ultimately win the AI war, stating “Based on these ads, Google gets us, OpenAI does not. And that’s why Google Gemini may ultimately win this AI race.”
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