The reality is that AI is not a simple replacement for human creativity, especially at the Super Bowl level. Instead, it is a powerful set of tools that can enhance the creative process when used strategically. Here, we explore where AI fits, where it doesn't, and how industry leaders can prepare for the evolving landscape. We share real-world examples and discuss the critical balance between technological efficiency and the irreplaceable value of human artistry.

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The Industry Pulse: From Live-Action to AI

In October, at the Ciclope craft conference in Berlin, 1,800 production companies, directors, and producers gathered with one central topic dominating the agenda: the impact of AI on their craft. The sentiment was not one of replacement, but of adaptation — the conversation has shifted from "if" to "how." Creatives and producers are actively exploring how to integrate AI tools to streamline workflows, increase productivity, and push creative boundaries.

At the same time, misconceptions are creating confusion, especially from a C-suite perspective. Questions about whether AI can simply slash total marketing budgets are coming up in conversation. Can a $3 million Super Bowl commercial be produced for $50k?  The simple answer is yes, but the real question is — are we ready for this?  

Long before GenAI became commonplace, AI had already established a strong foothold in post-production, particularly in visual effects and versioning.  And while the efficiencies of AI exist, brands like Coca Cola still find themselves in a 10-to-12-week production process for an AI-led Super Bowl ad.

Ultimately, an all-or-nothing line of thinking is misguided because it oversimplifies the creative process. AI as either a leading or supporting element is not as black or white as some may paint it out to be.

So, how best to produce a Super Bowl ad? Focus on the core elements that make a Super Bowl ad successful; emotional connection, storytelling, humor, and brand authenticity. Then, break down the options, challenges, workflow implications, and guidelines necessary for how to produce it best.  This will likely include a hybrid approach involving live-action production, CGI and leveraging AI effectively, and of course factoring in the associated risks regarding its usage.

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AI in Practice: A Hybrid Approach

We are seeing AI tools being used successfully in high-profile productions, but not in the way some might expect. It's not as simple as writing a prompt that generates a finished commercial. It’s about a hybrid model that blends traditional techniques with new technology.

A great example is the NFL's 2025 season opening night commercial. This spot masterfully combined live-action footage of fans and players, sophisticated CGI, and AI tools to create a visually dynamic and engaging piece. The final production involved real people, expert direction, and a skilled post-production team incorporating AI-generated elements into the finished spot. This illustrates the most practical and powerful use of AI today: as a collaborator in the creative & production process, not a replacement for it.

AI is being used throughout the production lifecycle—from script development and director's treatments to visual effects and animation. It can accelerate ideation and help teams visualize complex scenes before a single frame is shot.  

A Strategic Approach for Every Platform

The conversation is  about developing a strategic approach that leverages all the tools and production approaches available  To acheive optimal performance

• CRAFT: Tentpole Brand Campaigns (e.g., Super Bowl Ads): These campaigns demand the highest level of human creativity, storytelling, and emotional connection. While AI tools can support the production process, the core execution should be led by human talent—directors, actors, and artisans—to ensure authenticity and impact.

• CONTENT ENGINE: Social & E-commerce Content: This is where AI’s strengths in speed, scale, and efficiency can be fully utilized. Brands can use AI to generate vast amounts of content variations for testing and personalization, freeing up creative teams to focus on higher-level strategy.

• MAKER: Influencer & User-Generated Content: This content relies on its raw, do-it-yourself authenticity. Its value comes from the genuine connection between a creator and their audience, a space where polished AI-generated content would feel out of place.

Brands must make conscious decisions about where authenticity is non-negotiable and where automation can drive efficiency. A one-size-fits-all approach to content creation will fail to connect with audiences and may even damage brand perception.

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The Path Forward

That’s the 3 million dollar question CFO should be asking; How do you measure the value of AI?

What should be measured is the time saved. It's not just about cost savings, it’s time savings, the productivity achieved,  personalization and the improved asset performance. It’s about how much more productive the process is and better results.

As production for next year's Super Bowl ads is in full swing, it’s certain that AI is part of the conversation in creative and production circles. The smartest teams are not using it to cut corners on creativity but to enhance their vision and streamline their process.

The fear of AI replacing large-scale productions is rooted in a misunderstanding of what makes great advertising work. Technology is a powerful enabler, but it is not the source of creativity. The future of creative production lies in the intelligent integration of AI tools by skilled professionals who understand how to weave technology, artistry, and storytelling into something truly memorable. The brands and agencies that embrace this nuanced perspective will be the ones that win on game day and beyond.

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