OpenAI has aired a national advertisement during the Super Bowl for two consecutive years, returning in February 2026 with a spot for its AI coding agent Codex. The ad featured the tagline 'You Can Just Build Things' and was produced by the company's in-house team, which used its own AI tools heavily during concepting and production. A prediction-market contract tracking whether OpenAI runs an ad during the 2027 Big Game currently sits at 71% as of August.
Chief marketing officer Kate Rouch said after the 2026 ad aired that OpenAI returned for a 'second year in a row,' framing the Super Bowl as a recurring advertising commitment. Rouch, speaking to Marketing Brew, described the strategic thinking behind the multi-year presence and noted that the company's in-house team handled production.
OpenAI has also begun rolling out digital advertising on free tiers of ChatGPT, a major shift from its traditional subscription-based revenue model. The Verge reported in February 2026 that the company would start testing advertisements within the chatbot, expanding its advertising business beyond high-profile event spots.
The 2026 Super Bowl broadcast reflected a broader trend of AI companies claiming space in Big Game advertising. According to iSpot data cited by Marketing Brew, 15 of the 66 ads that aired during Super Bowl LX 'featured AI,' underscoring the technology sector's growing presence in the broadcast.
No public confirmation from OpenAI about a 2027 Super Bowl ad has been issued as of August 2026. Super Bowl advertisers typically begin announcing commitments two to four months before the game, leaving a window for the company to clarify its plans.
