In January 2026, Open AI announced beta testing for ads on its platform ChatGPT. A few weeks later, Anthropic aired two spots during Super Bowl 60 that mocked how unwieldy and confusing the AI user experience would be with interruptive advertising.
The ads drew a response from Open AI CEO Sam Altman, who called them “deceptive.”
However, the spots were widely admired by marketing creatives and execs. They were heavy favorites going into Cannes Lions 2026, ultimately taking home the Film Grand Prix, the festival’s top prize.
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