OpenAI Goes Back to Super Bowl as ChatGPT Faces Growing Competition

TLDR

• OpenAI will air a 60-second commercial during Super Bowl LX on NBC for the second consecutive year
• Tech companies spent $333.6 million on U.S. TV ads for AI products in 2025, up 43% from 2024
• Google’s Gemini model outperformed ChatGPT on several benchmarks, prompting OpenAI to release a stronger version
• Anthropic spent an estimated $16.5 million on TV ads in 2025 promoting its Claude chatbot
• Half of U.S. adults are more concerned than excited about artificial intelligence according to Pew Research

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OpenAI plans to run another Super Bowl commercial this year. The company will air a 60-second ad during NBC’s broadcast of Super Bowl LX.

This marks the second year OpenAI has advertised during the big game. The company ran its first Super Bowl ad in 2025, marking its entry into paid advertising.

Super Bowl ads cost more than $8 million for 30 seconds of airtime this year. The exact amount OpenAI is paying for its spot has not been disclosed.

OpenAI operates ChatGPT, which has over 800 million weekly users. Despite this large user base, the company faces growing competition from other AI platforms.

Google released its latest Gemini model late last year. The model beat ChatGPT on several key industry benchmarks.

OpenAI responded by launching a more powerful version of ChatGPT. The update helped narrow the performance gap between the two products.

Tech Companies Increase AI Advertising Spending

Multiple tech companies increased their marketing budgets for AI products in 2025. Anthropic, Google, Microsoft, OpenAI, and Perplexity spent $333.6 million on U.S. TV ads last year.

This represents a 43% increase from 2024. Digital ad spending reached $426 million in 2025, more than triple the 2024 amount.

Anthropic launched its first major advertising campaign in September. The company has been running TV ads during NFL, NBA, and college sports games.

Anthropic spent about $16.5 million on TV ads in 2025. The ads promote its Claude chatbot to consumers.

Public Concerns About AI Technology

AI companies face challenges selling their products to consumers. A Pew Research survey found that half of U.S. adults are more concerned than excited about artificial intelligence.

Only 10% of respondents said their excitement outweighs their worry. Companies have cut jobs by using AI for tasks previously done by humans.

OpenAI’s first Super Bowl ad compared ChatGPT to transformative inventions like the lightbulb. Recent ads take a different approach by showing people using the chatbot for everyday tasks.

Anthropic positions Claude as a partner for problem solvers. The company uses the tagline “Keep Thinking” in its advertising campaign.

Andrew Stirk, Anthropic’s head of brand marketing, described Claude as a thinking machine that extends human thinking. OpenAI has a content-licensing partnership with News Corp, the parent company of The Wall Street Journal.

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