AI's Super Bowl Ads Fumbled For Most Viewers

A wave of expensive AI-themed commercials during Super Bowl LX largely failed to connect with viewers, exposing a major disconnect between the tech industry and mainstream consumers, as first reported by The Measure. The ads were widely seen as confusing and pointless, sparking a "WTF" reaction from audiences.

• Who is Claude?: The disconnect was on full display with Anthropic’s ad for its AI assistant, Claude, which viewers called "awkward and pointless." The ad's failure stemmed from a simple reality: Claude is virtually unknown, with a 2025 S&P Global survey showing only 7% of AI users have tried it, compared to nearly three-quarters for ChatGPT. This rejection points to a deeper consumer skepticism, as an Animoto report found that more than a third of consumers distrust brands that use AI-generated video.

• Puppy power: The one glaring exception was Ring’s ad for its AI-powered lost dog finder, which landed in the top percentile for attention and likeability. Unlike its peers, Ring didn't sell AI as a vague concept; it demonstrated a clear, practical benefit that tapped into the universal fear of losing a pet.

The pressure to build a distinct identity is immense for AI companies seeking valuations north of $800 billion. But as the Super Bowl showed, connecting with audiences requires a clear, human-centric benefit, not just an inside joke about the tech itself. The focus on AI ads came as the cost of a 30-second spot pushed brands to pull back on big celebrity paydays.