Turns out Super Bowl viewers mostly want to laugh—with or without the help of an algorithm. A recent Harris Poll for Ad Age found that 71% of consumers are craving funny ads during this year’s Big Game, and humor is also what sticks, with 46% saying they’re most likely to remember a funny spot. Agencies have been meeting the moment: 70% of ads since 2023 have leaned into comedy. That said, the results suggest viewers want their ads to be hilarious—but still made by humans, or at least clearly labeled when they’re not.
AI is walking a very weird line with audiences. Only 17% say they actually want to see AI-generated ads this year, with millennials (28%) and Gen Z (21%) slightly more open to the idea. But nearly half of viewers are uneasy with AI-generated celebrities or spokesbots—even when the AI origin is disclosed. That won’t stop Svedka’s bet: the vodka brand is rolling out an all-AI ad starring its resurrected Fembot mascot, with help from Silverside AI (same team behind Coca-Cola’s AI Christmas ad). One-third of respondents still say “no thanks” to AI no matter how transparent the execution.
On the brand front, food and drinks are having a moment, with 70% of consumers saying they expect to see ads from those categories—up big from 47% last year. Pringles, Pepsi, Lay’s, and Poppi are all lined up, with celebs like Sabrina Carpenter, Ben Stiller, and Post Malone peppered throughout. Gen Z and millennials, ever the second-screen multitaskers, said they’re likely to Google, text, and post about the ads in real time. With 82% of viewers planning to tune in (and 2025’s audience topping 127 million), the appetite—for snacks and spot-on ads—is huge.
Read more at AdAge.