The floodlights over the Levi’s Stadium turf settle into a long dusk, the cheers of victories and the groans of near misses blending into the ritual rhythm of a Super Bowl evening. Amid this spectacle — a collision of sport, culture, and communal ritual — another current flows, less palpable but equally charged: the stream of commercials that thread between quarters, promising laughter, nostalgia, and the latest in gadgets and offerings. Yet for many who gather around screens and speakers, the trickle of anticipation for the game itself is met by a broad tide of ads that feel, at times, easier to endure than to enjoy.

This year, as brands leaned into the allure of artificial intelligence, that tide seemed heavier, the currents less familiar and less welcome. AI‑generated spots — from robot mascots dancing in a retro future to glasses that answer life’s questions — punctuated the evening’s breaks, showcasing the technology’s reach and the ways marketers are positioning it as both novelty and necessity. Some viewers, however, found themselves adrift in this surge, remarking online that the barrage felt more like “AI slop” than creative celebration of the moment, with commercials blending together in their perceived lack of originality or human spark. This sentiment, shared across social reactions and discussion forums, suggests that once the novelty of digital wizardry wears off, what remains can feel flat — a blur of buzzing bots and manufactured charm that fails to land as intended.

For fans gathered on sofas and in sports bars, part of the evening’s charm traditionally lies in the rhythm of play and pause — the ebb of action followed by a burst of humor or heart from an advertiser’s vignette. This year’s lineup brought a mix of human faces and machine‑infused concepts, with some spots celebrated for nostalgia or star power, and others prompting reactions that veered toward exhaustion. Viewers poked fun at ads that leaned heavily on AI, wondering aloud whether the creative essence had been bypassed in favor of tech‑driven spectacle, and whether too many such spots diluted the magic that once distinguished Big Game commercials as cultural highlights.

Such reactions reflect not only individual taste but a broader moment in popular culture: a time when technology’s rapid advance collides with collective expectations of authenticity and surprise. Where once a clever jingle or beloved celebrity cameo might be the thing that lingers in memory after the final whistle, now the backdrop of algorithms and digitally constructed sequences can feel like a static that competes with the emotional highs of the contest itself. In this interplay between entertainment and innovation, the motion of progress sometimes blurs the line between engagement and fatigue.

In straighter news language, reactions to the Super Bowl LX commercials have been mixed, with some viewers criticizing the prevalence of AI‑focused ads and describing them as underwhelming or generic compared with more traditional, human‑driven spots. While entertainment outlets highlighted a range of celebrity‑featuring commercials alongside tech‑centered ones, many Super Bowl watchers expressed online that a portion of the AI‑infused ads did not resonate as strongly as expected.

AI Image Disclaimer

Visuals are AI-generated and serve as conceptual representations.

Sources (Media Names Only)

Entertainment Weekly Vice Business Insider ABC7 News AdWeek