OpenAI is set to return to the Super Bowl spotlight as competition in the chatbot market heats up. According to the Wall Street Journal, OpenAI is expected to run a Super Bowl ad for the second year in a row. With rival AI platforms gaining users and attention, the company is expected to use another high-profile ad to strengthen its brand and defend its lead in the fast-growing AI race.
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OpenAI Goes Back to the Super Bowl
According to people familiar with the plans, OpenAI is expected to air a 60-second commercial during NBC’s broadcast of Super Bowl LX. The ad is part of OpenAI’s growing and costly marketing push, which began last year with its first-ever Super Bowl commercial and marked its entry into paid advertising.
Advertising during the Super Bowl highlights OpenAI’s push to stay top of mind with consumers. With one of the largest TV audiences of the year, the event gives companies a powerful chance to reach millions of viewers at once. It is not known how much OpenAI is paying for its ad this year.
Despite having more than 800 million weekly users, OpenAI is facing growing competition. Google’s (GOOGL) latest Gemini model, released late last year, beat ChatGPT on several key benchmarks, pushing OpenAI to quickly roll out a stronger version of ChatGPT to close the gap. At the same time, Amazon (AMZN)-backed Anthropic is stepping up its push into the enterprise market, winning large corporate customers and increasing pressure on OpenAI.
Tech Giants Rush to Spend More on Marketing
Tech companies, including Anthropic, Google, Microsoft (MSFT), OpenAI, and Perplexity, sharply increased their ad spending last year to promote their AI products. According to ad tracker iSpot, they spent a combined $333.6 million on U.S. TV ads, up 43% from the previous year. At the same time, digital ad spending jumped to $426 million in 2025, more than three times the amount spent in 2024, according to estimates from Sensor Tower.
Among these players, Anthropic has been especially aggressive. The company launched its first major advertising push in September, flooding NFL, NBA, and college sports broadcasts with ads for its Claude chatbot. iSpot estimates Anthropic spent about $16.5 million on TV ads in 2025 alone.
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