Big Tech Firms Use Super Bowl Ads to Humanize AI

Open AI, Anthropic, Google, and others aim to show how AI can empower people

Published on Feb. 8, 2026

Got story updates? Submit your updates here. ›

Major tech companies like Open AI, Anthropic, Google, and Amazon are using Super Bowl commercials to put a more human face on AI technology. The ads aim to highlight how AI can augment and empower people, rather than replace them. Open AI's ad features real people using their tools, while Anthropic's ad takes a jab at ad-supported AI services. The companies hope to reach a broad audience and shape the public perception of AI as a technology that can enhance human capabilities.

Why it matters

As AI becomes more advanced and ubiquitous, there are growing concerns about its potential impact on jobs and human activity. These Super Bowl ads represent a concerted effort by major tech firms to reframe the narrative around AI, positioning it as a tool that can enhance and empower people rather than replace them. By humanizing AI in their marketing, these companies hope to ease public fears and drive broader adoption of their AI-powered products and services.

The details

Open AI, Anthropic, Google, Amazon, Meta, Genspark, and Base44 are all running Super Bowl ads to promote their AI chatbots, assistants, and other AI-powered technologies. The ads feature real people using the AI tools to accomplish tasks like coding, designing, and home planning. Open AI's ad specifically highlights how 'people are the hero' when using their AI tools. Anthropic's ad takes a jab at ad-supported AI services, while Amazon's ad plays on fears of AI gone wrong. The companies are aiming to reach a wide audience and shape the public perception of AI as an empowering technology rather than a threat.

  • The Super Bowl LX telecast will air on February 9, 2026.

The players

Open AI

An artificial intelligence research company that develops advanced language models and other AI technologies.

Anthropic

An AI research company that has developed the Claude AI chatbot interface.

Google

The multinational technology company that offers a range of AI-powered products and services, including the Gemini AI interface.

Amazon

The e-commerce giant that is promoting its new Alexa+ AI assistant in a Super Bowl ad.

Kate Rouch

The chief marketing officer of Open AI.

Got photos? Submit your photos here. ›

What they’re saying

“We shot the ads with real people, on film, who use our tools. The core message is that people are actually the hero. This is a technology that extends what's possible for people.”

— Kate Rouch, Chief Marketing Officer, Open AI (Variety)

“Ads are coming to A.I., but not to Claude.”

— Andrew Stirk, Head of Brand Marketing, Anthropic (Variety)

“A.I. is at a turning point, where it's turning from something that can ask and answer questions and becoming something that can act and do things in the world for you.”

— Kate Rouch, Chief Marketing Officer, Open AI (Variety)

What’s next

The Super Bowl LX telecast, featuring the AI-focused commercials, will air on February 9, 2026.

The takeaway

By humanizing AI in their Super Bowl ads, major tech firms are aiming to ease public fears and drive broader adoption of their AI-powered products and services. The ads highlight how AI can empower and augment human capabilities, rather than replace them, as the companies seek to shape the public narrative around this emerging technology.