AI-Infused Celebrity Ads Dominate 2026 Super Bowl Engagement

EDO’s post-game analysis ranks every Super Bowl LX ad by Engagement Index, revealing ai.com’s Introducing ai.com :30 as the top performer (EI 910), with Universal Pictures’ Minions & Monsters :30 close behind (909) and Lay’s The Lay’s Challenge :30 in the top trio. The study also maps share of engagement by category, showing AI Services and theatrical movie promos driving the most engagement, and highlighting trends toward AI-focused, celebrity-led, and needle-drop spots as the defining themes of this year’s Big Game advertising.