Super Bowl 60 Showed AI Ads Were More Hype Than Hit

The Super Bowl 60 broadcast featured a wave of commercials that incorporated artificial intelligence either as a theme or in their production, but according to INMA’s Advertising Initiative analysis, the run didn’t deliver a true “AI advertising revolution.” Many so-called AI-centric ads, such as a vodka brand’s robotic-dance spot and an AI design platform’s meta self-aware regional commercial, failed to resonate with audiences or rank highly in surveys such as USA Today’s Ad Meter, where they placed in the bottom tier. Traditional human-made ads dominated the top slots. Observers concluded that using AI as a tool in production earned attention but rarely produced memorable creative work.

International News Media Association, Gabriel Dorosz – The AI advertising Super Bowl? Not really – 11th February 2026