How Brands Are Using AI in Super Bowl Ads
Episode Description
ABOUT THE EPISODE As AI becomes more visible in major advertising moments, brands are both promoting AI technology and using AI to create ads for the first time. In this episode, the editor in chief of Ad Age Jeanine Poggi explains how AI is showing up in Super Bowl advertising and what it signals about creative strategy, brand risk, and the economics of reaching massive live audiences.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Janine Poi discusses Super Bowl ad trends, AI usage, humor, and targeting Gen Z while appealing to nostalgia.
Key points
- The War Room of Advertising. Janine Poi describes the hectic environment of tracking Super Bowl ads and trends.
- Nostalgia and Humor in Ads. Brands are leveraging nostalgia and humor to connect with diverse audiences this Super Bowl.
- AI in Super Bowl Ads. This year, brands are not just advertising products but also the AI technology behind them.
- Healthcare Ads on the Rise. A shift towards healthcare and wellness ads reflects changing consumer interests during the Super Bowl.
- Jesus Returns to Advertising. The He Gets Us campaign brings Jesus back into the advertising spotlight during the Super Bowl.
- The Impact of Timing in Advertising. Decisions about ads are made long before the Super Bowl, affecting their relevance.
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Episode highlights
- The War Room of AdvertisingJanine Poi describes the hectic environment of tracking Super Bowl ads and trends.“Oh, it is. It’s a war. It’s the war room over a course of a month.”1:26Feb 5, 2026
- Nostalgia and Humor in AdsBrands are leveraging nostalgia and humor to connect with diverse audiences this Super Bowl.“You’re not looking for a one-and-done.”3:01Feb 5, 2026
- AI in Super Bowl AdsThis year, brands are not just advertising products but also the AI technology behind them.“You cannot escape AI this year.”9:11Feb 5, 2026
- Healthcare Ads on the RiseA shift towards healthcare and wellness ads reflects changing consumer interests during the Super Bowl.“It speaks to this wellness culture that has really emerged over the last couple of years.”12:30Feb 5, 2026
- Jesus Returns to AdvertisingThe He Gets Us campaign brings Jesus back into the advertising spotlight during the Super Bowl.“Jesus is back in the rebrand of He Gets Us.”14:35Feb 5, 2026
- The Impact of Timing in AdvertisingDecisions about ads are made long before the Super Bowl, affecting their relevance.“These decisions are being made at the same time as the Super Bowl ends.”18:40Feb 5, 2026
- The Risk of Betting on the GameAdvertisers face uncertainty with game outcomes affecting viewer engagement.“You could get a super boring game or an amazing battle into overtime.”20:32Feb 5, 2026
- Post-Game Analysis PlansAdvertising Age will provide a detailed review of Super Bowl ads after the game.“Adage.com will have our ad review after the game.”24:56Feb 5, 2026
