The news: Svedka is planning an AI-forward ad for the 2026 Super Bowl as brands continue to test consumers’ appetite for AI-powered ad experiences.

The alcohol company will use AI to portray its previously retired “Fembot” robot mascot, which the brand dropped 12 years ago.

Svedka stated that AI was the right tool for the job with this campaign and pushed back on the idea that AI is a shortcut or threat to creative jobs. “We’re not in a world in which we can prompt creative ideas. The ideas still have to come from the brand team,” said Sara Saunders, CMO of Svedka-owner Sazerac, per The Wall Street Journal.

The data: Public sentiment toward genAI advertising is a moving target, though reception is more positive among younger consumers. The Super Bowl—a cross-generational event—could be a bold stage for experimentation.

• 68% of US adults feel positive about the potential of genAI in ads, up from 62% in 2024, per Kantar.
• Half (49.5%) of US Gen Zers and 57.3% of millennials like ads at least somewhat if they find out the ads were created with genAI, per our data. Only 15% of baby boomers like ads more when made with genAI.

Transparency is still imperative, though. Over half (52%) of consumers in Australia, the UK, and the US are most concerned about brands posting AI-generated content without disclosure, per Sprout Social.

Svedka’s loud-and-proud embrace of AI could deter some consumers up front, but this transparency could also strengthen trust with audiences who want honesty in how ads are made.

What this means for brands: Svedka’s and Coca-Cola’s AI-powered campaigns mark how quickly major brands are moving into AI despite mixed reactions to earlier tests. A Super Bowl ad is a high-stakes, high-cost, and high-scrutiny moment, and using AI in that space suggests brands believe consumer sentiment is turning in their favor.

AI in ads is a risk-reward scenario—it may have been the most fitting method for the campaign at hand, but it could alienate some consumers before the ad even launches.

Brands without strong name recognition should disclose AI use to avoid backlash, use AI to amplify creative ideas rather than be the basis of campaign planning, and pressure-test campaigns to spot potential reception risks early.