内容来源：https://techcrunch.com/2026/02/06/super-bowl-60-ai-ads-svedka-anthropic-brands-commercials/

内容总结：

2026年超级碗广告延续了去年趋势，人工智能（AI）不仅成为广告主题，更深度参与制作流程并推广最新AI产品。从伏特加品牌到科技巨头，多家企业借助这一年度盛事展示AI技术应用，同时引发行业思考。

AI生成广告引发争议
伏特加品牌Svedka推出号称首个“主要依靠AI生成”的超级碗广告。广告中机器人角色随音乐起舞，其母公司透露耗时四个月训练AI模拟面部表情与肢体动作，但剧情设计仍由人类完成。此举在注重明星与高成本制作的超级碗舞台上显得大胆，也再次引发AI是否会取代创意工作的讨论。

科技公司交锋与产品推广
AI公司Anthropic在广告中暗讽竞争对手OpenAI计划在ChatGPT引入广告，强调自家产品Claude无广告干扰，引发双方高管在社交媒体上的公开争论。Meta则重点推广其与Oakley合作的AI智能眼镜，通过极限运动场景展示第一视角拍摄、免提分享等功能。

消费品牌结合AI与幽默叙事
亚马逊以喜剧形式呈现演员克里斯·海姆斯沃斯被新版Alexa+“捉弄”的夸张情节，在化解公众对AI担忧的同时突出产品智能升级。安防品牌Ring通过温情故事展示其AI寻宠功能，强调即使非摄像头用户也能借助社区网络寻找走失宠物。

企业服务聚焦效率提升
财务管理平台Ramp邀请美剧《办公室》演员出演广告，演示AI如何帮助团队自动化处理繁琐工作。人力资源平台Rippling则通过喜剧片段调侃入职流程痛点，突出AI自动化解决方案。网站建设平台Wix重点推广其AI驱动的新建站工具，强调像聊天一样简单的操作体验。

本届超级碗广告显示，AI已从营销概念转化为实际创作工具与核心产品功能。尽管技术应用仍伴随争议，但各行业正积极探索AI在创意表达、效率提升与用户体验优化方面的可能性。

中文翻译：

延续去年在价值数百万美元的广告时段展示人工智能的趋势，2026年超级碗广告更进一步——不仅利用AI技术制作广告，更直接推广最新AI产品。无论人们爱它还是恨它，这项技术已与最新电影预告片和零食品牌并肩，成为当之无愧的明星。

让我们回顾今年"超级碗"广告中最引人注目的瞬间：从机器人、AI智能眼镜到科技创始人间的戏剧性交锋，可谓精彩纷呈。

绝对伏特加
伏特加品牌绝对伏特加推出了号称首个"主要"由AI生成的全美超级碗广告。这则30秒的广告《甩开机器人》中，品牌经典机器人形象"女性机器人"与她的新伙伴"兄弟机器人"在人类派对上尽情热舞，几乎跳出电路板。

据《华尔街日报》报道，绝对伏特加的母公司萨泽拉克透露，他们耗时约四个月重塑"女性机器人"形象，并训练AI模仿面部表情和肢体动作。不过品牌方强调，故事线开发等关键环节仍由人类操刀。

《广告周刊》指出，品牌与AI公司Silverside合作打造了这则超级碗广告。该团队正是近期引发争议的AI生成可口可乐广告的幕后推手。

在明星云集、制作精良的超级碗广告盛宴中首推AI生成内容，堪称大胆之举。这种对AI的高度依赖引发两极反响，激化了关于AI是否会取代创意工作的辩论。

无论如何，绝对伏特加确实成功引发了公众热议。

Anthropic
Anthropic的广告不仅是为了推广其Claude聊天机器人，更暗藏机锋。广告影射了OpenAI为ChatGPT引入广告的计划，标语直指："广告正涌入AI领域，但Claude除外。"它没有单纯强调产品功能，而是戏谑地描绘了贴心AI助手突然变成"Step Boost Maxx"鞋垫推销员的荒诞场景。

这种非传统的产品宣传演变为网络论战。OpenAI的萨姆·阿尔特曼在社交媒体反击，称该广告"明显不实"。虽然这次我们没有看到肯德里克与德雷克式的说唱对决，但科技圈或许迎来了属于自己的"极客版"AI论战。

Meta
Meta重点展示了其与Oakley联名的AI智能眼镜，该产品专为运动、健身和冒险设计，甚至能应对追赶起飞飞机等极端场景。

广告呈现了跳伞者、山地自行车手等冒险者使用眼镜记录震撼瞬间的画面。网红IShowSpeed与导演斯派克·李等名人现身演示，展示慢速拍摄篮球扣篮、免提发布Instagram等高级功能。

去年超级碗期间，这家科技巨头就曾邀请克里斯·帕拉特、克里斯·海姆斯沃斯和克里斯·詹娜等明星展示雷朋Meta智能眼镜，以此激发消费者对可穿戴AI技术的兴趣。

亚马逊
亚马逊的广告以诙谐（略带惊悚）的方式，让克里斯·海姆斯沃斯出演了一出讽刺"AI要谋害我"的剧情。广告夸张呈现人们对AI的普遍恐惧，海姆斯沃斯幽默指控Alexa+密谋陷害他——包括让车库门撞头、在他游泳时合上泳池盖等愈发荒诞的桥段。

在黑色喜剧的外衣下，广告实则推介了全新Alexa+，展示其从管理智能家居到规划度假的增强智能与功能。Alexa+已开放早期体验逾一年，并于周三正式向全美用户推出。

Ring
Ring的广告重点推介其"搜寻派对"功能，该功能利用AI和社区网络帮助走失宠物与主人团聚。广告跟随寻找爱犬米洛的小女孩，展示用户如何上传宠物照片后，由AI进行匹配识别，并联动附近摄像头及Ring用户社区共同追踪走失的"毛孩子"。

Ring近期宣布，即使没有Ring安防摄像头，现在所有人也能使用"搜寻派对"功能。据公司透露，该功能平均每日已成功帮助超过一只走失犬只与主人重聚。

谷歌
谷歌广告展示了其最新图像生成模型Nano Banana Pro。广告讲述一对母子利用AI构想并设计新家的故事：上传空房间照片，仅需几句指令就能将其转化为个性化空间。

Ramp
Ramp邀请《办公室》中饰演凯文的演员布莱恩·鲍姆加特纳出演超级碗广告，赢得广泛关注。

广告中，鲍姆加特纳运用Ramp的AI驱动支出管理平台"复制"多个自己，轻松应对堆积如山的工作。广告凸显了Ramp一体化解决方案如何通过智能自动化帮助团队聚焦核心任务。

值得一提的是，广告巧妙致敬了鲍姆加特纳的荧幕形象——他手捧辣椒罐的场景，正是呼应剧中凯文带着秘制辣椒与同事分享却不慎打翻的经典桥段。

Rippling
云端人力管理平台Rippling在其首支超级碗广告中全力出击。公司邀请喜剧演员蒂姆·罗宾逊出演外星怪物入职的荒诞剧情，以幽默方式调侃人力资源管理的痛点与AI自动化的前景。

Hims & Hers
健康公司Hims & Hers通过超级碗广告聚焦医疗资源分配不均问题。广告巧妙影射富豪为健康长寿付出的代价，甚至似乎调侃了杰夫·贝索斯2021年的蓝色起源太空之旅与布莱恩·约翰逊昂贵的抗衰老疗程。

近年来，该公司推出AI驱动的"药物匹配"工具，旨在提供更个性化的治疗方案，尤其在心理健康与保健领域。

Wix
网站建设平台Wix重点推广其全新AI驱动平台Wix Harmony，承诺让建站变得如与朋友聊天般简单。这款于一月亮相的核心平台，融合了AI驱动创作、"氛围编程"以及完整的视觉编辑与定制功能。

Wix的最大竞争对手Squarespace今年也推出了超级碗广告。该广告采用更具电影感的叙事方式，由艾玛·斯通主演，欧格斯·兰斯莫斯执导。

英文来源：

Following last year’s trend of showcasing AI in multimillion-dollar ad spots, the 2026 Super Bowl advertisements took it a step further by leveraging AI both to create the commercials and to promote the latest AI products. Love it or hate it, the technology has become a star in its own right, alongside the latest movie trailers and snack brands.
Let’s explore the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a touch of drama involving tech founders.
Svedka
Vodka brand Svedka went with what it touts as the first “primarily” AI-generated national Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character, Fembot, and her new companion, Brobot, dancing their circuits off at a human party.
According to Svedka’s parent company, Sazerac, it took roughly four months to reconstruct the Fembot and train the AI to mimic facial expressions and body movements, The Wall Street Journal reported. However, the vodka brand noted that certain aspects were still handled by humans, such as developing the storyline.
The company partnered with AI company Silverside to create the Super Bowl spot, according to ADWEEK. Silverside AI is the same team behind recent AI-generated Coca-Cola commercials that sparked controversy.
It’s a bold move to debut AI-generated content during the Super Bowl, an event known for star-studded, high-production ads. The heavy reliance on AI is polarizing, fueling debates over whether AI will replace creative jobs.
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TechCrunch Founder Summit: Tickets Live
On June 23 in Boston, more than 1,100 founders come together at TechCrunch Founder Summit 2026 for a full day focused on growth, execution, and real-world scaling. Learn from founders and investors who have shaped the industry. Connect with peers navigating similar growth stages. Walk away with tactics you can apply immediately
Save up to $300 on your pass or save up to 30% with group tickets for teams of four or more.
Either way, Svedka definitely got people talking.
Anthropic
Anthropic’s ad wasn’t just about selling its Claude chatbot; it was about throwing shade. The commercial took a jab at OpenAI’s plan to introduce ads to ChatGPT, with a tagline: “Ads are coming to AI. But not to Claude.” Rather than focus solely on Claude’s features, it poked fun at the idea of your helpful AI assistant suddenly turning into a hype man for “Step Boost Maxx” insoles, for example.
It wasn’t a standard product pitch, and it escalated into an online feud. OpenAI’s Sam Altman fired back on social media, calling the ad “clearly dishonest.” So while we didn’t get any more Kendrick vs. Drake rap beef this time around, maybe we did get our own AI, nerdy version of it.
Meta
Meta spotlighted its Oakley-branded AI glasses, designed for sports, workouts, and adventures, including extreme scenarios such as chasing down a departing plane.
The ad showcased thrill-seekers, from skydivers to mountain bikers, using the glasses to capture epic moments. Famous faces like IShowSpeed and filmmaker Spike Lee made appearances, demonstrating capabilities like filming a basketball dunk in slow motion, posting hands-free to Instagram, and other advanced features.
The tech giant also featured its wearable AI tech in last year’s Super Bowl ad to spark consumer interest, with stars like Chris Pratt, Chris Hemsworth, and Kris Jenner showing off Ray-Ban Meta glasses.
Amazon
Amazon’s ad took a cheeky (and slightly unsettling) approach, starring Chris Hemsworth in a satirical “AI is out to get me” storyline. The commercial exaggerates common fears about AI, with Hemsworth humorously accusing Alexa+ of plotting against him. Scenes included Alexa+ closing the garage door on his head and shutting the pool cover while he swam, each mishap escalating in absurdity.
Beyond the dark comedy, the ad introduced the new Alexa+, showcasing its enhanced intelligence and capabilities, ranging from managing smart home devices to planning vacations. Alexa+ had been available in early access for over a year and officially launched to all U.S. users on Wednesday.
Ring
Ring’s commercial spotlighted its “Search Party” feature, which leverages AI and a community network to reunite lost pets with their owners. The ad followed a young girl searching for her dog Milo, illustrating how users can upload a pet’s photo to the app, where AI works to identify matches and taps into nearby cameras and the broader Ring user community to help track down missing furry family members.
Ring recently announced that anyone can now use Search Party, even without owning a Ring security camera. According to the company, the feature has already helped reunite more than one lost dog with its owner every day.
Google’s ad showcased the Nano Banana Pro, its newest image-generation model. The commercial followed a mother and son as they used AI to envision and design their new home, uploading photos of bare rooms and turning them into personalized spaces with just a few prompts.
Ramp
Ramp scored big by getting Brian Baumgartner — the actor who played Kevin in “The Office” — for its Super Bowl commercial.
In the spot, Baumgartner uses Ramp’s AI-powered spend management platform to “multiply” himself, effortlessly tackling a mountain of work. The ad highlights how Ramp’s all-in-one solution helps teams focus on the most important tasks through smart automation.
And, as a playful nod to his TV persona, Baumgartner is seen carrying a pot of chili in the ad, referencing Kevin’s legendary scene where he brings his cherished recipe for his co-workers to try, only to disastrously spill the entire pot on the floor.
Rippling
Rippling, the cloud-based workforce management platform, went all in on its first-ever Super Bowl ad. The company tapped comedian Tim Robinson in a spot about onboarding an alien monster, poking fun at HR headaches and the promise of AI automation.
Hims & Hers
Health company Hims & Hers used its Super Bowl spot to address disparities in healthcare access. The ad cleverly references the lengths the wealthy go to for health and longevity, even appearing to poke fun at Jeff Bezos’ Blue Origin spaceflight in 2021 and Bryan Johnson’s expensive anti-aging routines.
In recent years, the company launched an AI-powered “MedMatch” tool to deliver more personalized treatment recommendations, especially for mental health and wellness.
Wix
Website builder Wix spotlighted its new AI-powered Wix Harmony platform, promising website creation as easy as chatting with a friend. Unveiled in January, the flagship platform combines AI-driven creation and “vibe coding” with full visual editing and customization.
Wix’s biggest competitor, Squarespace, also has a Super Bowl ad this year. Squarespace’s ad has a more cinematic approach starring Emma Stone and directed by Yorgos Lanthimos.