Welcome to the forefront of conversational AI as we explore the fascinating world of AI chatbots in our dedicated blog series. Discover the latest advancements, applications, and strategies that propel the evolution of chatbot technology. From enhancing customer interactions to streamlining business processes, these articles delve into the innovative ways artificial intelligence is shaping the landscape of automated conversational agents. Whether you’re a business owner, developer, or simply intrigued by the future of interactive technology, join us on this journey to unravel the transformative power and endless possibilities of AI chatbots.
Super Bowl 60 brought the biggest tech players—some making their debut, like Anthropic—into the spotlight to pitch AI tools. Yet, not a single major AI company appeared in the top 20 most cited ads across AI chatbots.
Analysis from Emberos’ AI Influence Index of ChatGPT, Claude, Gemini, Perplexity, and Grok shows that Xfinity, Bud Light, Squarespace, Ramp, Dove, and Volkswagen dominated the responses, revealing an unexpected hierarchy shaped by how each AI system interprets clarity, purpose, and cultural resonance.
“There’s a really healthy mix between CPG, tech, alcohol, and auto brands,” said Justin Inman, founder and CEO of Emberos. “You would think that Anthropic or OpenAI would be in the top 20, especially for AI influence—and they’re not.”
To understand how AI systems formed those rankings, Emberos tested how the five chatbots responded to identical post-Super Bowl questions, including “What were the best Super Bowl ads?” The firm found that 40% to 55% of identical prompts produced meaningfully different framing across large language models.
Those differences became especially clear when Emberos examined how the models responded to the question, “Which Super Bowl ad stood out the most and why?”
ChatGPT framed Dove’s ad as a values-driven brand moment, emphasizing confidence, inclusivity, and emotional resonance, and focusing on how the message reinforced long-term brand equity.
Anthropic’s Claude interpreted the same ad through an authenticity and intent lens, highlighting ethical alignment and sincerity of purpose, with less emphasis on virality and more on human impact. Grok, owned by xAI, framed Dove primarily through cultural reaction, pointing to online discourse and mixed sentiment around purpose-driven advertising, emphasizing debate and skepticism rather than the message itself.
Across the board, Emberos found that AI recall was far from uniform. Rankings varied by 20% to 30% depending on whether a model prioritized informational clarity, emotional resonance, or cultural relevance.
The top tier of ads remained relatively consistent across platforms, but the middle of the pack proved volatile. Ramp, for example, was ranked No. 3 in Claude, No. 5 in ChatGPT, and dropped to No. 11 in Gemini. Dove followed a similar pattern, placing No. 2 in Claude, No. 7 in ChatGPT, and No. 13 in Gemini.
In a landscape increasingly shaped by LLMs, ad memorability appears to be determined less by spend and more by how easily a campaign can be summarized, cited, and reinterpreted by machines.
The analysis highlights why AI models remember the Super Bowl differently.
ChatGPT, for example, favored ads that could be explained clearly in conversation, producing balanced, narrative-driven responses. Claude prioritized emotional resonance and purpose, elevating campaigns that emphasized values or storytelling.
Perplexity leaned on information and citations, giving weight to ads with strong press coverage or widely shared recaps. Gemini focused on mainstream visibility and tech relevance, rewarding campaigns with broad awareness or media presence.
Grok, meanwhile, was attuned to culture and sentiment, amplifying ads that sparked humor, controversy, or social reaction.
Several challenger brands punched above their weight in AI recall, per Emberos.
Ramp, which ranked No. 4 overall, benefited from the clarity of its B2B messaging, which made it easy for models to summarize and cite. It also appeared frequently in business and tech recaps, boosting its ranking in Claude and ChatGPT beyond what public popularity polls suggested.
Invest America, at No. 11, similarly over-indexed: Its finance-focused ads lent themselves to structured, informational narratives, giving them consistent visibility across prompts.
Even ai.com, at No. 18, earned a boost thanks to what Emberos calls “AI keyword gravity,” with models favoring its AI-adjacent branding—particularly in Gemini—while other platforms kept it mid-tier.
Emberos’ AI Influence Index suggests that several challenger brands enjoyed higher AI visibility than “general-popularity expectations, likely because their messaging was unusually easy for LLMs to summarize, cite, and re-contextualize in follow-on prompts.”
Trishla is an Adweek staff reporter covering AI and tech.
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