How AI Is Reshaping the Advertising Industry

WSJ What’s News

The Wall Street Journal

News, Daily News

4.1 • 4.2K Ratings

🗓️ 8 February 2026

⏱️ 14 minutes

🔗️ Recording | iTunes | RSS

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Summary

It’s Super Bowl Sunday, the biggest day of the year for football… and also for the advertising industry. One of the things that’s different this year is that artificial intelligence has found its way into the process of making an ad in ways both obvious and subtle. And this year’s Super Bowl will feature ads from AI giants like OpenAI and Anthropic as competition for name recognition ramps up. Host Alex Ossola speaks with Journal reporters Katie Deighton and Suzanne Vranica about what to expect from the ads at today’s game, and how AI will shape the industry into the future. Further Reading: AI Is Accelerating Tech Giants’ Dominance of the Ad Market Meta Overshadows Microsoft by Showing AI Payoff in Ad Business Coca-Cola Injects ‘Holidays Are Coming’ Ads With an Upgraded Dose of AI Anthropic Takes Aim at OpenAI’s ChatGPT in Super Bowl Ad Debut OpenAI Set to Run Another Super Bowl Ad as Chatbot Competition Heats Up Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	How are the U.S. businesses of Philip Morris International invested in America?
0:05.0	We're invested in advancing science, giving adults who smoke better options.
0:10.0	We're invested in American manufacturing, helping local economies thrive.
0:15.0	We're invested in community, supporting military veterans and their families,
0:19.0	disaster relief, and economic empowerment.
0:22.3	Because we're proud to be invested in America.
0:25.9	See how at uspMI.com.
0:32.4	Hey, What's News listeners. It's Sunday, February 8th.
0:36.0	I'm Alex O'Slef for the Wall Street Journal. This is
0:38.9	What's News Sunday, the show where we tackle the big questions about the biggest stories in the
0:42.9	news by reaching out to our colleagues across the newsroom to help explain what's happening in our
0:47.5	world. On today's show, artificial intelligence is reshaping the advertising industry. We get into
0:53.5	the visible and subtle ways AI is changing
0:56.0	commercials and what it means now that AI companies themselves are getting in on the action.
1:02.5	It's Super Bowl Sunday, which means it's the advertising industry's, well, Super Bowl. This year,
1:08.3	30 seconds of Super Bowl ad time costs more than $8 million for many
1:12.4	companies. And that's just for the time. They can spend tens of millions more on making the ads
1:17.6	themselves. So increasingly, companies are turning to artificial intelligence to cut the cost
1:22.7	of making an ad. At the same time, AI companies themselves are getting into the advertising game, too. I sat down with
1:29.4	WSJ journalist Katie Dayton and Suzanne Vernica, who cover advertising all year round, about what
1:35.1	this year's game has in store and how the industry is changing. Katie, Suzanne, thanks for being here.
1:46.6	Have you seen any of the ads ahead of this year's Super Bowl?
	...

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