Super Bowl LX is fast approaching, with the Seattle Seahawks set to face the New England Patriots at Levi’s Stadium in Santa Clara, California, on Sunday, February 8th, kicking off at 6:30 PM ET / 3:30 PM PT. While Bad Bunny headlines the halftime show, the commercial breaks may be dominated by artificial intelligence—marking a major shift in how brands are leveraging AI in one of the most-watched media events of the year. Last year’s Super Bowl featured a Google Gemini ad that famously misstated a fact about Gouda cheese, highlighting the risks of AI-generated content. This year, AI is not just a tool behind the scenes—it’s becoming a central theme in the ads themselves. Among the most anticipated spots is a new campaign from Anthropic, the AI company founded by former OpenAI researchers. The ads, part of a four-commercial series with one airing during the Super Bowl at an estimated cost of $8 million, take a direct jab at OpenAI’s recent decision to begin testing ads within ChatGPT. The tagline “Ads are coming to AI. But not to Claude” clearly positions Anthropic’s AI assistant, Claude, as a more trustworthy alternative. The campaign emphasizes that users won’t see sponsored links next to their conversations or third-party product placements unless explicitly requested—highlighting a contrast with OpenAI’s approach. Sam Altman, CEO of OpenAI, responded to the ads on X (formerly Twitter), calling them “clearly dishonest” and accusing Anthropic of “doublespeak.” He stated that OpenAI would never run ads in the way depicted in the commercial, adding, “We are not stupid and we know our users would reject that.” His comment underscores the growing tension between AI companies over transparency and monetization. Despite the focus on AI, the NFL has drawn a line when it comes to certain types of advertising. Prediction markets like Kalshi and Polymarket are now prohibited from running ads during Super Bowl LX, as the league has added them to its list of restricted categories. However, sports betting ads are still permitted—though with limits on the number allowed—showing the NFL is making a distinction between prediction markets and traditional sports betting. With AI shaping everything from content creation to ad strategy, Super Bowl LX is becoming a stage not just for entertainment, but for a broader cultural and technological showdown over the future of artificial intelligence.