The Surge of AI in Super Bowl Commercials: Selling Innovation or Pushing Too Far?
Image generated by Brian Delp using Midjourney v6.1 from the prompt "robots playing in the Super Bowl"
Artificial intelligence (AI) has rapidly transformed from a back-office efficiency tool to a front-and-center character in modern advertising. This year’s Super Bowl 2025 made it clear that AI isn’t just something we use; it’s something brands want us to relate to. I counted as many as 10 ads featuring AI in some capacity. Companies like Google, OpenAI, and Meta are now positioning AI as personal, emotionally intuitive, and an essential part of daily life — blurring the line between technology and humanity.
Their heavy-handed goal attempts to soften AI’s image, making it feel less like an industry-disrupting force and more like a helpful, friendly assistant. However, as companies race to integrate AI into their branding, the retail industry stands at a crossroads. Will AI advertising and customer service applications enhance customer engagement, or will it create a backlash similar to past controversies in corporate marketing?
AI as a Companion, Not a Threat
The latest wave of AI-focused advertising emphasizes emotional appeal. Google’s Dream Job Super Bowl ad, for instance, featured a father using Gemini Live to prepare for an interview, framing AI as a supportive mentor. This positioning was chosen specifically to contrast against the rising perception of AI as a job-stealing rival. In addition to this, Google Workspace also ran a separate ad, further reinforcing the integration of AI into everyday work and productivity.
Meta brought in some star power to support its campaign, with two separate spots. The company’s commercial featured actors Chris Pratt and Chris Hemsworth using AI-powered Ray-Ban smart glasses, seamlessly integrating AI into a lifestyle of effortless cool. On the other hand, OpenAI took a more direct approach, using its first-ever Super Bowl ad to introduce itself to a broader consumer audience. Salesforce also ran two spots. Along with GoDaddy, each highlighted AI-integrated tools designed to enhance their existing business models.
On the more controversial side, AI wasn’t only depicted as a helpful companion — its risks were also on display. Blumhouse’s M3GAN 2.0 trailer capitalized on AI’s darker side, featuring the return of the murderous AI doll, including a now-iconic dance sequence. Meanwhile, Cirkul’s Super Bowl ad humorously showcased the potential pitfalls of AI, illustrating how a virtual assistant’s shopping error could go hilariously wrong. While these commercials highlighted concerns about AI, they also reflected its growing role in everyday consumer interactions.
For retailers, this signals a larger industry shift: AI is being depicted not just as a tool — but as a brand personality. From AI-powered shopping assistants to AI-generated marketing campaigns, retailers are experimenting with how automation can shape customer experiences.
When AI-Generated Content Misses the Mark
Despite its strategic appeal, AI marketing has already seen missteps. Google had to edit its Super Bowl ad after its Gemini AI response falsely claimed that Gouda cheese made up “50 to 60 percent of the world’s cheese consumption,” as reported by The Verge. While this was a minor error, it underscored a broader issue: AI-generated content is only as good as its data sources, and credibility is at risk if consumers feel misled.
A more striking example came from Coca-Cola’s attempt at AI-driven holiday advertising. In late 2024, the company reimagined its classic "Holidays Are Coming" campaign using AI-generated imagery, replacing traditional animation with computer-created polar bears.
The backlash was swift. Many consumers found the AI-generated spot unsettling, calling it "unnatural" and "lazy." Critics, including animator Alex Hirsch (creator of “Gravity Falls”), slammed the company for replacing human artists with algorithms.
This is a cautionary tale for retailers. AI-generated marketing can cut costs, but if it lacks human authenticity, it risks alienating customers. In industries like fashion, luxury goods, and home décor — where brand storytelling is crucial — overreliance on AI could diminish the emotional connection between brands and consumers.
Lessons From Past Backlashes: The ‘Go Woke, Go Broke’ Effect
AI’s growing presence in marketing has parallels to other corporate controversies, particularly in the retail sector. The phrase “go woke, go broke” has been used to describe brands that faced backlash for engaging in social and political messaging.
A striking example is Target’s handling of Pride Month merchandise in 2023. After introducing LGBTQ+-themed products, the company faced criticism from conservative groups, leading to employee threats and store protests. Target responded by pulling certain products from shelves, which in turn sparked outrage from LGBTQ+ advocates.
The financial impact was significant. By late 2024, Target’s stock had dropped 22%, partly due to backlash over its diversity, equity, and inclusion (DEI) initiatives, according to Reuters.
Retailers must consider how consumers will react to AI-driven changes in marketing. If AI campaigns come across as forced, manipulative, or detached from human creativity, they risk facing consumer skepticism — just like brands that misstep in social messaging.
AI’s Role in the Future of Retail Marketing
Retailers have already begun leveraging AI to reshape the customer journey, but they must balance automation with human creativity. Key trends include:
- AI-driven personalization: AI powers hyper-personalized ad experiences, dynamically tailoring content based on customer behavior. While this enhances targeting, retailers must be mindful of consumer privacy concerns.
- AI-powered customer service: Retailers like Walmart, Sephora, and Nike have deployed AI chatbots and virtual shopping assistants to streamline customer interactions. While AI customer service is efficient, overreliance on chatbots can frustrate shoppers who prefer real human assistance.
- AI-optimized pricing & promotions: AI is revolutionizing dynamic pricing strategies. While this helps retailers optimize revenue, consumers may resist if prices change too frequently, as seen with Amazon’s AI-driven pricing shifts.
- AI in retail advertising: Google’s AI-powered ads are reshaping digital marketing, allowing small businesses to use AI-driven ad optimization. However, if AI-generated content is not carefully monitored, retail brands risk undermining consumer trust.
- Consumer trust as the ultimate test: Retailers must ensure that AI-driven advertising maintains brand authenticity. If AI-generated marketing becomes too impersonal or detached from consumer sentiment, it could do more harm than good.
Conclusion: AI in Retail Needs a Careful Balance
AI is revolutionizing how retailers market products, interact with consumers, and optimize pricing strategies, but it must be implemented thoughtfully. Retailers must:
- Maintain authenticity: AI should enhance storytelling, not replace the emotional connections that make retail advertising effective.
- Balance automation with human interaction: Overuse of AI in customer service, marketing, or pricing can feel impersonal and drive customers away.
- Ensure transparency: AI-driven personalization and pricing should be clearly communicated to maintain consumer trust.
For retailers, AI isn’t just about efficiency — it’s about trust. Brands that use AI to enhance consumer experiences rather than replace human interaction will be best positioned for success in this new era of marketing.
Ultimately, AI’s role in retail will be determined not just by what brands can do with it, but by how consumers feel about it.