The Super Bowl, widely regarded as an iconic American event, is evolving beyond football to incorporate cutting-edge technologies like artificial intelligence (AI). AI is not just appearing in gameplay predictions or sports betting but also in creative marketing campaigns. This year, the technology is stepping into the spotlight in an unexpected way — through avocados. With AI-generated advertising and interactive platforms, brands are leveraging the annual football extravaganza as a testing ground for its capabilities. The growing intersection between AI and consumer culture raises questions about the future of tradition and innovation during large-scale events.
How is AI reshaping fan experiences?
AI’s presence is felt in various aspects of the Super Bowl experience, including predictive analytics, customized advertisements, and even snack marketing. Avocados From Mexico (AFM) has introduced a creative campaign featuring an AI-generated version of Rob Gronkowski, affectionately known as “Gronk.” This digital avatar interacts with fans via the “Guacline,” a platform designed to provide personalized guacamole recipes while merging pop culture with AI technology.
The campaign comes as AFM capitalizes on the Super Bowl’s reputation as a major event for avocado consumption. According to the organization, over 250 million pounds of avocados are consumed during the playoffs leading up to the event, with 95% sourced from Mexico. AFM President and CEO Alvaro Luque emphasized the importance of this period for the avocado industry:“The Super Bowl is the marquee event for the avocado industry.”
What role does AI play beyond marketing?
AI’s role extends beyond flashy advertisements. In sports betting, AI-powered systems analyze data to predict game outcomes, offering fans tools to make informed bets. These systems claim high accuracy rates, but their reliance on algorithms has also sparked debates about trust and fairness. Similarly, NFL teams are employing AI to analyze player performance and refine in-game strategies, showcasing its application on the field as well as off.
Additionally, AI’s influence is evident in tailored advertising. NBC’s Peacock platform, for example, uses AI to serve highly targeted commercials during the broadcast. This personalized approach contrasts with the traditional communal experience of Super Bowl commercials, which have long been a hallmark of the event.
Increased AI integration during the Super Bowl is part of a broader trend that has emerged over recent years. Earlier AI advancements largely focused on predictive analytics and game strategies. However, the technology has now expanded into broader consumer engagement areas, including snack marketing and ad personalization, reflecting its growing potential to shape how audiences interact with the event.
While AI introduces innovative ways of engaging with fans, the Super Bowl continues to maintain its cultural essence. The tradition of guacamole consumption, for instance, demonstrates how food and sports remain deeply intertwined. Despite concerns about cost — with many consumers noting that avocados are often expensive — the demand for the fruit peaks during this time, turning it into a staple of Super Bowl celebrations.
AI’s growing role during the Super Bowl highlights how technology is influencing cultural rituals. Whether through predictive tools for betting, enhanced gameplay analysis, or marketing campaigns, AI is actively shaping the way fans experience the event. However, traditional aspects like guacamole and chips remain central to the festivities. As AI continues to integrate into these events, maintaining a balance between technological innovation and long-standing traditions will be key.
