Super Bowl Commercial Made Using AI Promotes This Company: 'Our Message Is Ultimately Pro-Human'

Viewers of Super Bowl LX may see Super Bowl commercials from artificial intelligence companies and products similar to last year's NFL championship. This year's big game will also feature the first Super Bowl commercial made primarily using AI.

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Who's Behind AI Super Bowl Commercial?

Alcohol company Sazerac is among the companies that will spend $8 million or more on a 30-second Super Bowl commercial during Super Bowl LX on Feb. 8. Comcast Corp (NASDAQ:CMCSA) is collecting between $8 million to $10 million for ads this year.

Sazerac, which also owns Fireball and Southern Comfort, is using the Super Bowl to promote its Svedka vodka brand.

Svedka has used a robot character named Fembot in past marketing, and the robot recently returned.

The commercial featuring Fembot and the new companion Brobot dancing is primarily made using artificial intelligence, according to The Hollywood Reporter.

The Super Bowl commercial was part of a contest that saw a 23-year-old win with the submission of the two robots dancing.

"We always knew we were signing up for risk because a vodka ad in the Super Bowl is polarizing to a certain degree," Sazerac Chief Marketing Officer Sara Saunders told The Hollywood Reporter. "So the rest of it was ‘we might as well create conversation.'"

Saunders said while the commercial is made using AI, the ad actually encourages consumers to put down their technology and do things like dancing.

"The entire idea of the campaign is that the robots have returned to remind the humans to be more human. Our message is ultimately pro-human."

The Svedka commercial, which can be viewed below, will air right before the Super Bowl halftime show. This marks the first vodka commercial during the Super Bowl in more than three decades.

Beer commercials have been a staple during the Super Bowl with Anheuser-Busch InBev SA (NYSE:BUD) having exclusive rights to alcohol advertising for 33 years. In 2023, the NFL allowed hard liquor companies and other beer companies to advertise during the game.

Diageo PLC (NYSE:DEO) is also airing a vodka commercial during Super Bowl LX, promoting its Smirnoff brand.  

AI Commercials Not New, But Newer to Super Bowl

Beverage giant Coca-Cola Co (NYSE:KO) made waves for using AI to create holiday-themed ads in 2024 and 2025. The ads were criticized by consumers for having trucks that didn't match, tires that didn't spin and weird finger movements for Santa Claus.

The same company that helped Coca-Cola make the ads, Silverside AI, helped make the Svedka ad. The question is whether consumers will be more impressed with this AI-generated ad.

"We expect it and we welcome it," Saunders said of potential criticism of the AI ad.

Last year's Super Bowl saw several ads promote AI and AI products, including Alphabet Inc (NASDAQ:GOOG)(NASDAQ:GOOGL) with an ad for the Google Pixel phone and Gemini AI capabilities. OpenAI also had an ad to show off ChatGPT capabilities.

This year's game will feature another OpenAI ad and other commercials that use AI, including one using characters from the "Jurassic Park" franchise for Comcast.

Photo: Courtesy Sazerac