AI and Nostalgia Dominate Super Bowl Ad Trends

Brands use AI and nostalgic elements to connect with Super Bowl audience

Published on Feb. 6, 2026

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This year's Super Bowl ads are shaping up to be a collision of cutting-edge technology and timeless storytelling, as brands increasingly turn to AI and nostalgic elements to connect with the big game's massive audience. Marketers are working to humanize AI and make it feel more approachable, while also tapping into consumers' desire for familiarity and comfort during uncertain times.

Why it matters

The Super Bowl ads provide a high-profile showcase for the latest marketing trends and strategies. This year's focus on AI and nostalgia reflects broader shifts in consumer sentiment, as people grapple with anxiety around new technologies while also seeking the reassurance of the familiar. How brands navigate this balance could set the tone for advertising in the years to come.

The details

Brands are using AI in their Super Bowl ads in a variety of ways, from chatbots and generative tools to AI-created creatures and environments. The goal is to make these technologies feel more human, emotional and aligned with consumer values. However, there are risks, as fully AI-generated human actors can still fall short and feel inauthentic to audiences. Instead, brands are more likely to use AI as a collaborative production tool, relying on human-written scripts.

  • This year's Super Bowl will take place on February 9, 2026.

The players

Greg Braun

A lecturer in the University of Michigan's Department of Communication and Media, who says brands will work to humanize AI technologies in their Super Bowl ads.

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What they’re saying

“While many employers are enthusiastic, a significant number of employees feel real anxiety, making it crucial for companies to emphasize the continued importance of human talent-now amplified by AI, not replaced by it.”

— Greg Braun, Lecturer, University of Michigan Department of Communication and Media (Mirage News)

What’s next

Brands will be closely watching audience reactions to their AI-powered Super Bowl ads, as they look to refine their strategies for future marketing campaigns.

The takeaway

This year's Super Bowl ads showcase how brands are navigating the delicate balance between cutting-edge technology and timeless human connection. The focus on AI and nostalgia reflects broader consumer trends, and how brands respond could shape the future of advertising.