Data from social media management tool Sprout Social highlighted that AI was mentioned 6939 times in relation to the Super Bowl ads.
According to Sprout Social, Anthropic’s campaign generated a mixed reaction but had high Instagram engagement, driven by conversation about its “playful” jab at OpenAI.
However, the management tool pointed out that “human-led creative” gained the most attention on socials, with Pepsi’s ad receiving 33,028 mentions.
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Budweiser was a close second at 28,691 and Xfinity rounded out the top three with 17,158 mentions. Also in the top five were Apple Music and Fanatics.
Sprout Social’s chief marketing officer, Scott Morris said: “Pepsi’s Super Bowl ad shows how brands can use cultural moments to connect with audiences. By pulling from social trends people already recognized, like blind taste tests, along with widely shared pop culture moments like the Coldplay reference, Pepsi created an ad that felt familiar and easy to engage with.
“The response was immediate, with more than 1 million Instagram engagements in the first 24 hours. It’s a reminder that when brands tap into moments people are already talking about, the impact can extend well beyond game day.”
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