The Real Winner of the Superbowl Ads: AI

A Familiar Arc: Left Behind, Pushed to the Limit, Redemption

Both commercials started with a protagonist left behind. Budweiser’s Clydesdale, separated from the beer carriage, and Lay’s young farmhand, missing her ride on the tractor, both found themselves abandoned at the start of their journey. What followed was a near-identical montage of overcoming the elements—braving the rain, crossing a river, and making difficult decisions at a fork in the road. And in the grand finale, their perseverance was rewarded: the Clydesdale triumphantly pulled a beer-laden carriage into town, while the Lay’s farmhand added a single potato to the haul, completing the delivery.

The theme? Resilience, grit, and good ol’ American determination. The setting? Ranches, farms, and the heartland, signaling a return to roots and a romanticized view of rural perseverance. But the question remains: was this coincidence, or are AI-driven insights shaping our ad narratives more than we realize?

‍

When Data Starts Writing the Story

It’s no secret that AI plays an increasing role in advertising. From predictive analytics to optimize ad placements to AI-generated scripts and campaign concepts, marketers rely on data more than ever. It’s entirely possible that both Budweiser and Lay’s used AI to analyze historical ad performance, audience sentiment, and cultural trends—leading them to land on nearly identical themes.

AI doesn’t create originality; it finds patterns. And what’s a more time-tested, emotionally compelling storyline than the underdog overcoming adversity? Add in some sweeping cinematic landscapes and nostalgic Americana, and you’ve got a guaranteed crowd-pleaser.

‍

What This Means for 2026: More of the Same?

If AI-driven storytelling continues at this pace, we might see even more similarity across brands in next year’s Super Bowl. The tone has been set: expect more rugged, heartstring-pulling journeys, more nostalgia, and more tales of perseverance. The real question is whether advertisers will break away from the algorithmic mold or lean into it even further.

We may not know exactly what’s coming in 2026, but if trends hold, don’t be surprised if we see another protagonist—human or animal—facing down the elements, determined to prove their worth.

So, are AI models writing our Super Bowl ads? Maybe not in the literal sense. But as brands chase data-driven success, we might be watching creativity take a backseat to the machine-led formula for emotional impact.