Lessons from the Big Game: Why AI Hype Didn’t Score

This year’s big game wasn’t just a showdown on the field, it was a competition for the future of storytelling. Out of 66 total ads, 15 featured AI. From OpenAI and Anthropic to Meta’s AI glasses and even Svedka Vodka, advertisers poured millions into convincing 100 million viewers that AI is friendly, helpful, and ready to be part of our daily lives.

But viewers weren’t buying it. And transportation and logistics marketers should take note. We have a habit of turning the biggest marketing event of the year into actionable takeaways for our industry! 

Despite the hype, AI-focused commercials ranked among the lowest on USA Today’s Ad Meter, suggesting that audiences aren’t connecting with AI narratives. After all, you can’t automate emotion, and that’s what makes advertising memorable.

The Problem with “AI Slop”

What these ads revealed is a growing disconnect between brand innovation and audience emotion. People are curious about AI, but they’re also skeptical. Pew Research Center found that half of America is more concerned than excited about AI, and people want more control over how AI is integrated into their daily lives.

So when brands flood the biggest stage in advertising with AI-generated content or abstract promises of a “kinder, gentler AI,” it falls flat. In fact, AI commercials occupied the 45^th through 48^th spots out of the 54 that viewers rated. And that's because they lacked emotional connection.

What This Means for Transportation and Logistics Marketers

The transportation and logistics industry is no stranger to technology. From automation to predictive analytics, AI is already reshaping how we move goods and manage supply chains. But when it comes to marketing, the same principle applies: technology is a tool, not the story. Emotion is still the superpower that makes people care.

This year’s big game was a reminder that while AI can create impressive visuals or amplify ideas, it can’t replace genuine storytelling. Take Flexport’s ad, for example. We loved seeing a supply chain company take the national stage with a creative concept by using kids’ wildly imaginative ideas about how logistics works, then bringing them to life with AI visuals. It was clever, and it showcased our industry in an engaging way. But the AI-generated voiceover missed the mark for many viewers. The tech felt impersonal in a spot meant to celebrate curiosity and creativity. 

That contrast becomes even clearer when you look at what resonated most this year. The top-rated commercials from Budweiser and Lays won because they told emotional, human stories. Nostalgia, connection, and heart still drive impact. It’s not about sophistication or special effects; it’s about feeling something.

The same is true for our industry. Back in 2022, Flock Freight leaned into humor and nostalgia when they teamed up with Blue’s Clues star Steve Burns to investigate what a "f*ckload" really meant. It hit the mark because it was memorable, self-aware, and most importantly: human.

In contrast, content that feels overly automated or formulaic rarely lands. Drivers are quick to call out AI voices in recruiting ads. Shippers scroll past posts that sound machine-written. Whether looking for a job in our industry or a new freight technology to support growth, your target audience wants to see people they recognize, in environments that look like theirs, facing challenges they understand. 

As Maya Angelou said,

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

That’s the opportunity for transportation and logistics marketers in 2026. 

Real Connection Still Wins

The big game commercials proved what transportation marketers have known all along: the best stories are built on trust, not technology.

Here's what you should prioritize in 2026 to stand out:

• Authentic storytelling: Share real stories about your people, your partners, and your impact.
• Human-centered content: Use AI to enhance efficiency, not replace creativity.
• Clear brand perspective: Speak to your audience’s realities. Know where your company stands on AI, and where your target audience finds it more harmful than helpful.

Audiences can spot “AI slop” instantly. But they also recognize genuine voices, and that’s where lasting brand loyalty begins.

The Takeaway

Your Super Bowl Sunday might have been full of disappointing AI ads, but it reminded us of something timeless: technology may evolve, but storytelling stays human.

At drop & hook, we believe the brands that win in 2026 will be the ones that sound less like a machine and more like a conversation worth having.