Companies shelling out between $8 million and $10 million for 30-second ads during Super Bowl LX hope to inspire consumers, gain attention for new products, or, in some cases, to put down a rival company. Here's how the battle of AI companies is taking over this year's Super Bowl commercials.

AI Ads Take Center Stage Super Bowl Commercials Sunday

A battle between OpenAI and Anthropic over Super Bowl LX commercials is generating headlines nationwide. The two privately held companies aren't the only AI-related companies with Super Bowl commercials in this year's big game.

Amazon.com's ad for Alexa+ features actor Chris Hemsworth, who fears and questions AI, which is trying to kill him. In the commercial, Hemsworth learns that AI has benefits and that Alexa+ can help him.

Alphabet's Google Gemini is featured in an ad with the voice of a mom and a child talking about a move to a new home. The ad shows Gemini being used to take an empty bedroom in the new house and digitally place toys and furniture from their old home into the photo.

These two ads show some of the positive ways consumers can use artificial intelligence to help in everyday tasks and to help imagine what something would look like in a different setting.

Anthropic's multiple Super Bowl commercials are more about poking fun at OpenAI and less about the company's Claude AI assistant.

One ad from Anthropic (seen below) features a person asking about getting a six-pack. A human representative of the chatbot begins by reading an advertisement before providing an answer. The commercial exclaims, "ads are coming to AI. But not to Claude."

Heard at the end of the commercial is the line "what's the difference between me and you," from the Dr. Dre song "What's the Difference."

Another Anthropic commercial features a person asking a therapist, represented by Claude, for help in talking with his mother. The chatbot provides some ways to help before going into an advertisement for a mature dating service.

OpenAI recently announced plans to bring advertisements to its ChatGPT AI product to help monetize its users and help offset rising costs.

OpenAI CEO Sam Altman was not a fan of Anthropic’s commercials and expressed his displeasure in a lengthy post on X.

"I guess it's on brand for Anthropic doublespeak to use a deceptive ad to critique theoretical deceptive ads that aren't real, but a Super Bowl ad is not where I would expect it," Altman tweeted.

Altman criticized the pricing structure of Anthropic in his post.

"Anthropic serves an expensive product to rich people. We are glad they do that and we are doing that too, but we also feel strongly that we need to bring AI to billions of people who can't pay for subscriptions."

Altman said OpenAI's Super Bowl commercial is about builders and how they can build anything.

AI Present in Other Super Bowl Commercials

Meta Platforms (NASDAQ:META) will show off AI-enabled glasses through its partnership with Oakley in two Super Bowl spots.

Wix.com (NASDAQ:WIX) will use a Super Bowl commercial to highlight its Base44 AI tools to create websites.

Liquor company Sazerac is airing a Super Bowl commercial to promote its Svedka vodka brand during the game. The ad is said to be the first Super Bowl commercial primarily made using AI, a fact that could face consumer backlash.

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