Will pricey Super Bowl ads pay off for AI companies?

The economics of Super Bowl advertising: Marketing during the NFL’s biggest game continues to command premium prices, with costs for 30-second air time increasing from $7 million in 2024 to $8 million in 2025.

• Market research firm Cint’s survey of 300 adults reveals that 61% are likely to change their brand perception based on Super Bowl advertisements
• 41% of respondents maintain a very favorable view of brands that advertise during the game
• Food and beverage companies traditionally dominate Super Bowl advertising, but tech companies are making significant inroads this year

AI companies making their mark: Major technology companies are leveraging the Super Bowl platform to showcase their AI capabilities and products.

• OpenAI is making its Super Bowl advertising debut amid increasing competition from companies like DeepSeek AI
• Google is promoting its Gemini 2.0 AI model, though it faced early setbacks with factual inaccuracies in its promotional content
• Meta is featuring AI-powered Ray-Ban smart glasses in an ad starring Chris Pratt and Chris Hemsworth
• Salesforce returns with Matthew McConaughey promoting its AI agent, Agentforce

Notable AI-driven campaigns: Traditional companies are incorporating artificial intelligence into their Super Bowl marketing strategies.

• Booking.com’s advertisement features The Muppets while subtly highlighting AI-powered travel recommendations
• GoDaddy’s “Act Like You Know” campaign, starring Walton Goggins, promotes its AI website builder, GoDaddy Airo
• These campaigns demonstrate how AI is being integrated into mainstream marketing messages while maintaining brand identity

Competitive dynamics: The AI landscape is becoming increasingly competitive, with new players challenging established companies.

• DeepSeek AI’s assistant app achieved 16 million downloads in its first 18 days, outpacing ChatGPT’s 9 million during the same period
• The app has topped both Apple App Store and Google Play Store charts
• This competition is driving established companies to increase their marketing efforts and brand visibility

Market implications: While Super Bowl advertising promises significant exposure for AI companies and technologies, questions remain about return on investment.

• The substantial investment in Super Bowl advertising reflects the growing importance of AI in mainstream consumer products and services
• Success metrics will likely extend beyond immediate revenue impact to include broader brand awareness and market positioning
• The prominence of AI-focused advertising at this year’s Super Bowl signals a shift in how technology companies approach mass-market advertising

Looking beyond the hype: The Super Bowl’s AI advertising push represents a significant moment in technology marketing, but effectiveness metrics will be crucial for determining future investment levels in high-profile advertising slots.