Did the Super Bowl Just Hex AI?
What tech's biggest advertising stage tells us about hype cycles, market bubbles, and the future of artificial intelligence
The Super Bowl has an uncanny knack for marking peak hype in tech. This year, artificial intelligence took center stage with major players like OpenAI, Google, and Meta showcasing their AI innovations to millions of viewers. As someone who lived through previous tech cycles, I can't help but notice familiar patterns emerging.
The Super Bowl Crystal Ball
History offers us an interesting lens. In 2000, the "Dot-Com Super Bowl" featured 17 internet companies splashing millions on prime-time ads. E*Trade had dancing chimps, Pets.com introduced their infamous sock puppet, and even LifeMinders.com boldly declared their spot "the worst commercial on the Super Bowl." Two months later, the NASDAQ peaked before beginning its brutal 78% decline.
Fast forward to 2022. Cryptocurrency companies dominated Super Bowl LVI with glossy ads featuring celebrities like Larry David and LeBron James. Within months, the crypto market faced a spectacular downturn, punctuated by the collapse of FTX – one of the very companies that advertised during the game.
Now in 2025, AI has claimed its Super Bowl moment. OpenAI showcased ChatGPT's business capabilities, Google promoted Gemini with heartwarming family scenarios, and Meta pushed AI-powered glasses with Hollywood star power. The production values are higher, but the pattern feels familiar.
Why This Time Might Be Different
Let me be clear: I believe in AI's transformative potential. Much like the internet in 2000, AI represents a fundamental shift in how we work, create, and solve problems. The dot-com crash didn't stop Amazon, Google, or the broader digital revolution. It simply marked the beginning of the real work.
The technology industry operates in cycles of hype and disillusionment. These cycles don't invalidate the underlying innovations – they stress-test them. The companies that survive focus on delivering real value while others chase quick wins.
The Period of Real Work
If we are approaching peak AI hype, what follows might be the most crucial phase. The "trough of disillusionment" often coincides with the most significant technical breakthroughs and business model innovations. During the dot-com recovery, we saw:
The emergence of cloud computing
The rise of social networks
The mobile revolution
The development of robust digital payment systems
Each of these innovations required years of quiet development after the initial hype died down.
Looking Forward
The Super Bowl advertising bonanza suggests we're in a period of peak AI awareness. Whether this translates to a market correction remains to be seen. But for builders and innovators, any potential cooling period represents an opportunity. It's a chance to focus on fundamental problems and build sustainable solutions while the spotlight dims.
The real question isn't whether AI will transform our world – it's how we'll handle the journey from hype to practical implementation. The most valuable work often happens when fewer people are watching.
The Super Bowl might be a harbinger of market sentiment, but it's never been great at predicting long-term technological impact. After all, some of those "frivolous" dot-com ideas from 2000 are now fundamental to our daily lives.