Super Bowl LX: Which AI Ads Won For Likeability?

AI-focused ads faced an uphill battle with many consumers during Super Bowl LX. Between the sheer number of AI ads (23%, as Adweek noted while citing data from iSpot) and the ongoing fears from audiences, these ads faced some unique challenges.

Several met the moment, however, by emphasizing the human benefits of AI over a laundry list of features. iSpot's new Super Bowl Ad Performance Report breaks down how some of these ads succeeded with a different way of thinking about AI.

• Ring's "Be A Hero In Your Neighborhood" focused on how its cameras use AI to help locate lost pets – including copious images of furry friends to create a heartfelt link to audiences (while scoring 18% higher likeability than the game norm).
• Amazon Alexa's spot faced AI concerns head-on, using Thor actor Chris Hemsworth in a variety of comical scenarios playing off AI fears, scoring 14% higher likeability than the norm.

While AI-focused ads had their challenges during Super Bowl LX, human connection (through heartfelt or humorous elements) did appear to win out. And as AI-related spots grow, events like the Super Bowl give brands a huge stage to better understand how consumers are feeling about the technology.

Learn about these spots and more from the Big Game in iSpot's Super Bowl report.