Super Bowl LIX is tonight, and AI is poised to take center stage, score several touchdowns, and get the crowd cheering. From groundbreaking commercials to cutting-edge tech that enhances the game, AI is set to transform the Super Bowl experience like never before for teams, advertisers, media, and fans. Here are some of the key areas where AI is starring in Super Bowl LIX.
AI Will Shine in Super Bowl Advertising
The 2025 Super Bowl is being dubbed the “AI Super Bowl” due to the prominence of AI-focused content and advertisers. Several major tech companies are leveraging this platform to showcase their AI innovations, with 30-second spots selling for a staggering $8 million each1.OpenAI, the company behind ChatGPT, is making its Super Bowl debut with its first-ever television commercial. Google is returning to promote its large language model, Gemini, while Meta is advertising its AI-powered Ray-Ban smart glasses. Salesforce is showcasing its AI agent for customer assistance, and GoDaddy is highlighting its AI website-building tool1.This surge in AI-related advertising reflects a significant shift in how tech companies are positioning themselves. AI is no longer just a behind-the-scenes tool; it’s stepping into the limelight as a brand in its own right.
AI in Sports Analysis and Betting
AI is playing an increasingly significant role in sports analysis and betting for Super Bowl LIX. Next Gen Stats, an AI platform, provides real-time insights during the game, analyzing player performance, speed, and strategy in milliseconds. SportsLine’s AI PickBot, a self-learning AI, has been generating NFL spread, over-under, and money-line picks for the Super Bowl. Multiple AI models, including ChatGPT, Grok, and DeepSeek, have been asked to predict the winner of the Super Bowl, with the Kansas City Chiefs emerging as the slight favorite in most predictions.
AI Enhancing Fan Experience and Entertainment
AI is revolutionizing the fan experience both in the stadium and at home. AI-powered insights, augmented reality (AR), and virtual reality (VR) are transforming fan engagement, offering new ways to interact with the game. Holland America’s Super Bowl commercial was almost entirely created using AI-generated images and videos, showcasing the potential of AI in content creation. This trend towards AI-generated content is likely to continue, offering new creative possibilities for advertisers and entertainers alike.
AI in Sports Technology and Player Safety
The NFL is incorporating AI into various aspects of the game, with a focus on enhancing player safety and performance. The NFL’s Technology Innovation Hub uses AI and Machine Learning algorithms to run millions of simulations of NFL games and specific in-game scenarios15.Digital Athlete, an AI-powered system, informs teams about players at highest risk of injury, helping develop personalized injury prevention, training, and recovery programs. AI-powered Tackle Analysis integrates Next Gen Stats with Generative AI to transform understanding of tackling and create predictive insights.
AI in Security and Operations
AI is being utilized for security measures during the Super Bowl, with the event tapping into AI and facial recognition technology to enhance safety. This application of AI demonstrates its potential to improve large-scale event management and security.
The Future of AI in Sports
As AI continues to evolve, its impact on sports is likely to grow. From personalized training regimens to advanced game strategies, AI has the potential to revolutionize how athletes prepare and perform. For fans, AI could offer even more immersive and interactive experiences, blurring the lines between watching and participating in sports events.