Artificial intelligence continues to conquer global markets, and Super Bowl 2025 has become an important platform for its promotion. This event traditionally attracts not only millions of fans, but also leading advertisers who want to use it to promote their products.
In 2025, a 30-second ad slot during the broadcast cost a record $8 million, a full $1 million more than the price a year ago. Last year's game was watched by more than 123 million people in the United States, the second largest television audience in history after the moon landing.
This year, one of the main trends of the advertising campaign was artificial intelligence, which was presented by the world's largest technology companies, including Google, Meta and OpenAI. Here is how they demonstrated the potential of their AI solutions in advertising.
The company has taken an emotional approach to advertising its products. The video tells the story of a job candidate who uses AI to prepare for an upcoming interview using Gemini Live on his Pixel 9. He mentions how raising his daughter helped him prepare for any corporate job.
OpenAI
OpenAI launched its first commercial during the Super Bowl, positioning its AI as a tool that will change human history. The video, which compares ChatGPT to the invention of fire and space travel, emphasizes its practical application in everyday life. The commercial was created with the help of designers using the Sora tool.
Meta
Meta enlisted actors Chris Pratt, Chris Hemsworth, and Kris Jenner to promote its Ray-Ban Meta AI glasses. The ad highlights the glasses' functionality in everyday life, for example as an interactive guide in museums.
Salesforce
Three years ago, when everyone was fascinated by the meta-universe, Matthew McConaughey appeared in a Salesforce ad calling for support of the real world first. He said then: "While the others look to the metaverse and Mars, let’s stay here and restore ours."
Now that artificial intelligence is everywhere, McConaughey and Salesforce are back to tout the power of technology. In the ad (in which McConaughey appeared with his True Detective co-star Woody Harrelson), they talked about the true purpose of artificial intelligence, suggesting that AI could help him get a better table at a restaurant and order tastier food.
T-Mobile
The telecommunications giant decided to talk about technology instead of involving actors (as it has done for the past two years). T-Mobile unveiled its new service, launched in partnership with Elon Musk's Starlink.
The company says that the service now allows you to send text messages, and soon it will be possible to share pictures, data and even make voice calls - even in places where regular cellular service is not available.
T-Mobile also said in its ad that it will allow customers of competitors to use the service for free for some time without having to switch carriers.
GoDaddy
Walton Goggins, famous for playing in White Lotus and Fallout series, stars in a new GoDaddy commercial. The company focuses on promoting Airo AI, an AI-based platform that helps entrepreneurs turn ideas into businesses.
In the video, Goggins demonstrates comical transformations in various professions: a detective, an astronaut and a race car driver who do not know what they are doing. The scene where he plays a business owner who doesn't know what he's doing culminates in a scene where he plays a business owner who doesn't know what he's doing. The platform instantly creates a logo, website and social media content, turning his brand into a professional one.
AI has a subtle impact on advertising
Although AI has become one of the main themes of Super Bowl 2025, the use of this technology in advertising remains a sensitive issue. Brands remain cautious to avoid reputational risk and negative audience reaction.
Of 39 brands contacted by Ad Age, only eight confirmed the use of AI in some aspect of their Super Bowl 2025 ads. They include GoDaddy, Hims & Hers and MSC Cruises, which used AI technologies to create concepts and storyboards.
At the same time, 31 companies said they were not using AI or declined to comment. According to marketing experts, this is due to the ambiguity of consumer and industry attitudes toward the use of artificial intelligence in creative processes.
