OpenAI to debut first Super Bowl ad as AI competition grows

OpenAI is set to air its first-ever Super Bowl commercial, signaling a shift toward marketing amid rising AI industry competition.

Sam Altman, CEO of OpenAI, speaks at a joint press conference announcing a strategic partnership with Kakao at the Plaza Hotel in Seoul, South Korea, on February 4, 2025. Photo by Chris Jung/Nur/Getty Images

By Alana Salsabila and Yuni Utomo

OpenAI, the artificial intelligence company behind ChatGPT, is set to air its first-ever Super Bowl commercial on Sunday, marking a significant step into advertising as AI companies compete for market dominance.

Founded in 2015, OpenAI became a household name in late 2022 with the launch of ChatGPT, which quickly gained global popularity. Despite its success, the company has relied more on word-of-mouth and organic growth rather than paid advertising. However, its upcoming Super Bowl ad signals a shift as the race to build the most powerful AI technology intensifies.

The AI sector has become increasingly competitive, with major players such as Microsoft, Google’s parent company Alphabet, Meta Platforms, and Amazon-backed Anthropic investing heavily in AI development. Elon Musk’s xAI and new entrants like China-based DeepSeek are also vying for a share of the rapidly evolving industry.

AI companies ramp up marketing efforts

OpenAI remains the market leader with an estimated 300 million weekly active users. However, its rivals are pushing aggressively to close the gap. Google CEO Sundar Pichai has reportedly set a goal of reaching 500 million users for the company’s chatbot, Gemini, by the end of 2025.

While OpenAI has only recently begun investing in advertising, other AI firms have been ramping up their marketing efforts. According to ad tracking firm Mediaradar, AI companies spent $332 million on advertising last year—more than doubling their 2023 spending.

Some of OpenAI’s biggest competitors, including Google, Anthropic, and Microsoft, ran Super Bowl ads last year to promote their AI technologies. Google’s commercial highlighted Guided Frame, an AI-powered feature on its Pixel camera designed to assist blind and visually impaired users in taking photos. Anthropic took a different approach, airing a minimalist five-second ad that simply read, “Claude is a next-generation AI assistant.” Meanwhile, Microsoft showcased its AI assistant, Copilot, and its potential to help users be more productive.

Overcoming consumer skepticism about AI

Despite the rising investment in AI marketing, companies face a significant challenge in winning over skeptical consumers. AI’s rapid advancement has sparked fear and uncertainty, with some people concerned about its potential risks.

Kathleen Hall, Microsoft’s former chief brand officer, acknowledged this challenge in a 2022 interview, revealing that early consumer sentiment included fears that AI could “kill me in my sleep and take over the world.” However, she noted that public perception gradually improved as people became more aware of AI’s potential benefits, such as its role in advancing medical research and disease treatment.

OpenAI’s decision to enter the advertising space suggests it is looking to shape public perception and reinforce trust in AI. The company signaled its growing focus on marketing last year when it hired Kate Rouch as its first chief marketing officer. Rouch, previously the marketing chief at Coinbase Global, led a bold advertising strategy at the cryptocurrency exchange, including a memorable Super Bowl ad featuring a bouncing QR code. Before joining Coinbase, she spent over a decade at Meta.

The growing battle for AI dominance

As AI becomes a central part of everyday technology, companies are seeking to establish themselves as industry leaders. OpenAI’s move into Super Bowl advertising comes as competitors invest heavily in branding and marketing to make AI products more accessible to the public.

With OpenAI stepping into the advertising arena, the AI marketing landscape is set to become even more competitive. The effectiveness of OpenAI’s Super Bowl ad—and how it resonates with consumers—could set the stage for future AI advertising strategies.

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