Last updated: February 12, 2026 by the editorial team
Author's): Nikhil
Originally published in Towards Artificial Intelligence.
Super Bowl LX is the first time models and AI assistants performed simultaneously the product, message and part of the infrastructure that underpins the eventwhich gives us an extremely clear signal regarding the maturation of the LLM ecosystem.
This time, AI companies are also buying the most expensive advertising machines in the world and arguing with each other in front of over 100 million people.
Super Bowl LX showcased the growing integration of artificial intelligence into major events, showcasing AI companies not just through advertising but as pieces of central infrastructure. The event highlighted contrasting business models in the AI sector, particularly between Anthropic and OpenAI, raising critical questions about trust and monetization strategies in AI deployment. Additionally, the use of generative models in creative work and the role of AI in sports broadcasting reflect a broader narrative about the maturation of AI systems, highlighting the importance of human oversight and the evolution of AI into critical infrastructure rather than standalone applications.
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Published via Towards AI
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