OpenAI is poised to feature a Super Bowl advertisement this year, reportedly pouring millions into competing within the burgeoning AI sector. The Wall Street Journal, referencing sources, disclosed that the organization intends to secure a 60-second slot during February’s prominent game, a hefty expenditure for OpenAI. Variety remarked that Super Bowl 2026 advertisements were fully booked before the NFL season kicked off, with NBCUniversal, the broadcaster for this year, charging $7 million for every 30-second commercial. Peter Lazarus, executive vice president of NBC Sports & Olympics, stated that “Super Bowl LX has sparked remarkable interest from brands, enabling us to sell out our ad inventory sooner than ever.” It is evident that OpenAI invested a considerable sum to promote itself during the event. This comes after their advertisement in last year’s Super Bowl, which showcased a shapeless blob morphing into individuals posing questions to ChatGPT, likening the rise of AI to the discovery of fire and the moon landing. The details of OpenAI’s 2026 Super Bowl advertisement remain unknown, but the anticipation will soon be over, as the game is scheduled for Sunday, Feb. 8.

Disclosure: Ziff Davis, the parent organization of Mashable, initiated a lawsuit against OpenAI in April 2025, claiming copyright violation in the training and functioning of its AI systems.