"Thirty-second Super Bowl ads have crossed the $10 million mark for the first time as brands rethink who they're actually selling to-humans watching the game or the AI chatbots shaping what those viewers buy. With AI-driven traffic up sharply over the past year-a 693% increase to retailers during the holidays, according to Adobe Analytics-brands are seeking ways to show up where it matters most to AI chatbots."
"Super Bowl LX, which airs on Sunday, February 8 on NBC as the Seattle Seahawks take on the New England Patriots, is expected to break records as the most viewed television show in history with Bad Bunny headlining the halftime performance entirely in Spanish-an NFL first. But it will also be the most AI Super Bowl ever watched, broadcast from Levi's Stadium in the heart of Silicon Valley, with homegrown chatbots like ChatGPT, Google Gemini and Meta AI returning with lengthy Super Bowl spots. All told, chatbots spent a half billion dollars on US TV ads in 2025, with Google at nearly 40% of the total, according to iSpot.tv."
"In this era of agents, you have to think about optimizing for those agents, because they're a part of reality now. And you also have to think about the new and unique ways you can continue to deliver fresh storytelling to the humans who are ultimately in charge of those agents," she said."
Thirty-second Super Bowl ad prices have surpassed $10 million as brands shift strategy to account for AI chatbots influencing purchases. AI-driven traffic to retailers surged 693% during the holidays, prompting marketers to place creative where chatbots surface recommendations. Super Bowl LX in Silicon Valley will feature extensive AI-focused advertising and is expected to be the most-viewed broadcast ever. Chatbots collectively spent about $500 million on US TV ads in 2025, with Google near 40% of that spend. Brands are producing spots that target both AI agents and human audiences, including major brand teasers and celebrity-led spots.
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