Did you notice the use of AI-generated video in this year’s Super Bowl ads? Sixty six ads aired during Super Bowl LX— 15 of them included some form of AI generated media, according to the New York Times. There were some incredibly bizarre AI generated ads, like the Svedka Vodka commercial with dancing robots, as well as more subtle ads that were not as easy to spot AI.
The Super Bowl is THE premier event in America for advertisements. With over 130 million concurrent viewers, a single ad could completely change the trajectory of a company. It drives in new customers, employees and investors. In short, these are no billboard ads you would see on I-95. However, over a 100 million impressions doesn’t come without a cost.
A 30-second ad spot sold for around $8 million this year — nearly double the cost a decade ago. While viewership has steadily increased in the past decade, it certainly hasn’t doubled, not even close. An increasing cost every year makes it harder for companies to pay for ads; therefore, in order to save money, companies have to cut costs on production. Generative AI is cheap— dirt cheap.
Anyone could prompt an AI software to create virtually anything for free or for a small fee. It seems like a no-brainer for companies; however, AI videos are new and look cheap. More importantly, it takes away jobs from actors, directors, cameramen and editors. AI generation also consumes a massive amount of electricity and resources. Additionally, AI-generated video could be misleading and falsely represent reality. Many of these ads have been facing backlash from younger viewers. Teens and young adults are more likely to recognize that a video is AI generated, however, elderly viewers may have a much harder time spotting AI in videos. This is dangerous for a number of reasons. For one, they may be more susceptible to AI-scam videos on social media, whether it would be fake products or celebrity endorsements.
Super Bowl advertisers leverage this to their advantage — not to scam customers— but to save money. Older viewers are less likely to notice that an ad includes AI, but they also may not realize the negative impacts it has. According to a Pew Research study in 2025, 60% of adults ages 18-34 in the U.S. have heard a lot about AI, compared to 38% of adults ages 50+.
Advertisers evaluate the risks involved with using AI. It could leave a permanent stain on their company’s reputation, but does the money saved outweigh that risk? There’s a chance older viewers would not notice any use of AI at all; therefore, their perception of the company or product would not be negatively altered. This will only increase in the future. AI is still brand new, but exponentially improving. In a few years, AI video could be indistinguishable from real life, causing even the most educated young adults to be susceptible.
As generative AI improves each year, so will the amount of AI generated ads. Besides all of the negative impacts previously mentioned, it also takes the fun out of advertisements. Think back to your favorite Super Bowl ad. Was it a time-traveling Doritos ad from Super Bowl XLVIII? Or what about the infamous Tubi commercial that had viewers scrambling to find their remotes during
Super Bowl LVII? These ads were creative and fun… AI takes that away. It takes the human aspect out of ads.
Next Super Bowl, who knows how many AI ads there will be. There could be 30, there could be three. It all depends on how consumers react. While some companies are using AI to save money, other companies like OpenAI are pushing these ads to increase publicity for AI tools so more people will use them. As long as people continue to use AI software like ChatGPT, the company will have the funds to invest in improved technology.
What can the consumer do to combat the use of AI?
The most simple and effective way to protest the use of AI is to stop purchasing products from companies that use it. If a company’s stock or income decreases, they’ll realize AI ads are not working out. Consumers also have the power to spread awareness online and inform older demographics on how to spot AI.
