2026 Super Bowl ads to watch early keep AI out of the creative process
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Another Super Bowl means new commercials, but one marketing expert predicts companies will avoid airing ads made with AI.
Why it matters: "Consumers have been very loud in their pushback against the content," VaynerMedia CEO Gary Vaynerchuk tells Axios.
Driving the news: Some 36% of respondents said they would be more open to AI-generated Super Bowl ads if AI use was disclosed, per a recent Ad Age and Harris Poll survey.
- 33% said they would not be comfortable with an AI commercial at all.
What they're saying: There's a "huge stigma" around AI ads driven by fears the technology will take jobs, Vaynerchuk says.
- "My bet is that 90% of the commercials won't reference [AI] in one way or the other, and I'd be very shocked if we saw a 100% AI-generated commercial."
What to expect: The ads may be human-made, but tech companies are still expected to promote AI products during the big game.
Commercials you can watch ahead of the game
"Be a Hero in Your Neighborhood" — Ring
- Ring's ad featuring founder Jamie Siminoff and his dog, Biscuit, claims the company's new AI feature has helped find one missing pup per day.
"Jurassic Park... Works" — Xfinity
- "Jurassic Park" stars Laura Dern, Sam Neill and Jeff Goldblum appear in the telecommunication company's first-ever national Super Bowl spot.
"The Game Is Ours" — Dove
- This is Dove's third consecutive Super Bowl campaign.
"Yes Bueno" — Kinder Bueno
- The chocolate bar brand debuts in the big game with help from actor William Fichtner ("Prison Break") and TV personality Paige DeSorbo.
"Ludacris x Frank's RedHot" — Frank's RedHot
- Rappers Ludacris and Chingy give this hot sauce the "GOAT" title.
"Athletic Intelligence Is Here" — Oakley Meta
- Streamer iShowSpeed, Spike Lee and former Seattle Seahawk Marshawn Lynch star in this action-packed spot for Oakley Meta.
"Bet on Kendall" — Fanatics Sportsbook
- Kendall Jenner pokes fun at her dating history in this ad for Fanatics Sportsbook.
"Keg" — Bud Light
- Post Malone, Shane Gillis and Peyton Manning bring the laughs in this year's Bud Light commercial.
"Bananas" — Instacart
- The delivery platform trots out Ben Stiller and singer Benson Boone in this '80s-style ad.
"The Ultra Instructor" — Michelob Ultra
- The beer company pays homage to the upcoming Winter Games in its spot featuring Olympians Chloe Kim and T.J. Oshie.
"American Icons" — Budweiser
- Budweiser's commercial features a bald eagle from Philadelphia named Lincoln.
"Sweet Sandwich Time" — Hellmann's
- Andy Samberg spoofs "Sweet Caroline" in this ad featuring Elle Fanning and Keith Lee.
"The Expert" — TurboTax
- Academy Award winner Adrien Brody insists he lean into the drama for this commercial.
"Ritz Island" — Ritz
- Jon Hamm, Bowen Yang and Scarlett Johansson crash this year's Ritz party.
"The Great Invitation: Drivers wanted" — Volkswagen
- This ad shot on location in Houston pays homage to Volkswagen's "Drivers wanted" campaign from the '90s.
"Hair Ballad" — Manscaped
- Hair is the star of the show for this grooming brand's Super Bowl commercial debut.
"Is there more to life than more?" — He Gets Us
- This is the fourth consecutive year that the religious advertising campaign appears in the Super Bowl.
"Unavailable" — Squarespace
- "Bugonia" star Emma Stone makes her Super Bowl commercial debut.
"Will Shat" — Kellogg's Raisin Bran
- William Shatner stars in Kellogg's first Super Bowl ad in 15 years.
