New York, NY – A post-Super bowl analysis conducted by Emberos revealed a surprising disconnect: some advertisements performed significantly better with Artificial Intelligence (AI) systems,such as ChatGPT and Gemini,than thay did in generating buzz on traditional social media platforms. This finding underscores the emergence of AI as a crucial, and distinct, metric for evaluating advertising impact.

AI’s Unique Perspective on Advertising

The Emberos study, released on February 11, 2026, compared the reactions of leading AI chatbots – including ChatGPT, Claude, Gemini, Perplexity, and Grok – to the volume of social media engagement for each super Bowl commercial. The results showed that social activity accounted for only 30% to 45% of a brand’s visibility within these AI systems.

According to Justin Inman, founder and CEO of Emberos, the remaining visibility stemmed from how readily brands could be identified, summarized, and reproduced by AI. “social media reveals what’s trending,” Inman explained. “AI provides insight into what is fundamentally *understood*.”

The Growing Importance of AI in Marketing

This divergence highlights a basic shift in how advertising effectiveness is measured. While social media metrics like likes, shares, and comments have long been considered key performance indicators, they may not fully capture a campaign’s resonance with the increasingly influential world of AI. as AI continues to evolve, its role in shaping consumer perception and driving purchasing decisions is only expected to grow.

Recent reports indicate that approximately 40% of consumers now use AI-powered tools, like chatbots and virtual assistants, to gather information before making a purchase, a 15% increase from the previous year, according to data from Statista.

Super Bowl Ad Performance: A comparative View

While specific brands were not named in the Emberos report, the analysis suggests that commercials featuring readily identifiable products, clear messaging, and memorable slogans tended to perform well with AI, irrespective of their social media traction.

Metric Social Media Impact AI Impact
Influence Percentage 30-45% 55-70%
Key Drivers Trending Topics,Viral Content Brand Recognition,Clear Messaging
Long-Term Impact Fluctuating Potentially more Stable

This finding raises critical questions for advertisers: how do you optimize campaigns for AI comprehension? Is it time to rethink the metrics used to assess advertising success?

What strategies will brands employ to align their messaging with both human audiences and the increasingly powerful lens of artificial intelligence?

Do you think AI will become a dominant force in advertising evaluation? How will this shift impact the creative process for ad campaigns?