AI, Celebrities and Feel-Good Ads Define the 2026 Super Bowl

Advertisers paid record prices for Super Bowl 60 slots—about $8 million on average, with some spots topping $10 million—and the lineup emphasizes AI-enabled campaigns, star-powered spots, and heartwarming storylines. Anthropic and other AI players are showcasing their tech alongside big brands like Amazon, Meta, and Google, while celebrities such as Kendall Jenner, George Clooney, and Matthew McConaughey anchor many ads. Health and telehealth messages, along with family- and pet-centered tales, dominate as brands seek escapism and lighthearted appeal amid turbulent times, signaling a mood favoring entertainment and humanity in advertising.