OpenAI took a bold step into the limelight during Super Bowl LX on February 8, 2026, unveiling a one-minute commercial that encouraged viewers to "build things using AI." The ad, which aired to an audience of millions, marked a significant moment for the artificial intelligence industry, highlighting both the growing mainstream presence of AI and the intense rivalry simmering beneath the surface.
The commercial itself painted a heartfelt portrait of a man's lifelong pursuit of knowledge, tracing his journey from childhood curiosity through to adulthood breakthroughs. The climax? The protagonist harnesses OpenAI's Codex tool—a coding agent designed to help users bring their dream projects to life. The message was clear: AI, and specifically OpenAI's technology, is here to empower ordinary people to build extraordinary things.
Michael Tabtabai, OpenAI's vice president of Global Creative, explained the vision behind the ad. "Our job was to make a film that feels like the beginning of a builder's story with the curiosity, the frustration, and the eventual breakthroughs," Tabtabai stated, according to reporting from The Verge. He added, "We drew from the influences that shaped our own researchers and engineers, then paired that with real stories from across the country of people using ChatGPT to build in everyday life. If someone watching thinks, 'I wonder if I can do that,' we've done our job."
Yet, beneath the earnest tone of OpenAI's Super Bowl debut, a subtler drama was unfolding. Just days before, Anthropic—a rising rival in the AI sector—had released its own Super Bowl ads. While Anthropic's commercials never mentioned OpenAI by name, their message was far from ambiguous. The tagline, "Ads are coming to AI. But not to Claude," was a cheeky jab at OpenAI's plans to introduce advertisements into its ChatGPT platform, while promising that Anthropic's own AI assistant, Claude, would remain ad-free.
OpenAI CEO Sam Altman was quick to respond to Anthropic's playful provocation. Taking to X (formerly Twitter), Altman acknowledged the humor in Anthropic's campaign but questioned its honesty. "First, the good part of the Anthropic ads: they are funny, and I laughed," Altman wrote in a post published earlier in the week. "But I wonder why Anthropic would go for something so clearly dishonest." His remarks, as reported by TechCrunch, reflected both the competitive spirit animating the AI industry and the high stakes involved as companies vie for public trust and market share.
All of this played out against a backdrop of growing public skepticism. According to recent surveys discussed in The Wall Street Journal, Americans are using AI apps more frequently than ever before, yet many remain unconvinced that the technology is truly beneficial—either for themselves or for the world at large. The disconnect is striking: while AI tools like ChatGPT and Claude are rapidly integrating into daily life, a significant portion of the population harbors doubts about their impact.
That skepticism is not confined to the general public. A growing number of elected officials are taking notice, with some moving to restrict the AI industry through new regulations. The debate over how to manage AI's risks and rewards is heating up in statehouses and on Capitol Hill, reflecting concerns over privacy, misinformation, and the potential for job displacement.
So, can high-profile Super Bowl ads sway public opinion? It's a question that loomed large as both OpenAI and Anthropic vied for attention during one of television's biggest annual events. The Super Bowl has long been a showcase for brands seeking to make a splash, but advertising AI is a different beast altogether. Unlike a new car or a can of soda, artificial intelligence is an abstract, often misunderstood technology—one that inspires both awe and anxiety.
OpenAI's approach was to ground its message in the universal language of aspiration and achievement. By focusing on the story of a single individual—an everyman whose curiosity leads him to create with AI—the ad sought to demystify the technology and make it accessible. The company drew on real stories from people across the United States who have used ChatGPT in their daily lives, hoping to inspire viewers to imagine themselves as builders, too.
Anthropic, by contrast, leaned into skepticism about commercialization. Its ads, with the tagline "Ads are coming to AI. But not to Claude," tapped into growing unease about the influence of advertising on digital platforms. The implication was clear: as AI becomes more powerful and pervasive, the question of who controls it—and for whose benefit—matters more than ever.
The rivalry between OpenAI and Anthropic is emblematic of broader tensions in the tech industry. Both companies are racing to develop smarter, more capable AI assistants, and both are keenly aware of the need to win public trust. Yet their strategies diverge: OpenAI embraces the mainstream, betting that openness, accessibility, and a dash of inspiration will win hearts and minds. Anthropic, meanwhile, positions itself as a principled alternative—one that resists the encroachment of advertising and, by extension, the potential for commercial bias.
It's a contest not just for market share, but for the narrative surrounding AI's future. As The Wall Street Journal noted, the surge in AI app usage has not quelled anxieties about the technology's societal impact. Policymakers, too, are wrestling with how to ensure that AI develops in ways that are safe, fair, and accountable. The Super Bowl ads, for all their polish and spectacle, are just one front in a much larger battle for hearts, minds, and regulatory clarity.
For viewers at home, the experience was likely a mix of amazement and uncertainty. On one hand, the promise of building something new with the help of AI is undeniably exciting. On the other, the specter of a future dominated by algorithms and advertising raises difficult questions. Who gets to decide how these tools are used? What safeguards are in place to protect users? And, perhaps most importantly, can the companies behind these technologies be trusted to act in the public's best interest?
As the dust settles from Super Bowl LX, one thing is clear: the conversation about AI is only just beginning. The ads may have sparked curiosity—and maybe even a little inspiration—but they also underscored the need for ongoing public debate about the role of artificial intelligence in society. For now, the spotlight remains firmly on OpenAI, Anthropic, and the millions of Americans deciding what, exactly, they want from the technology reshaping their world.