As the Seattle Seahawks and New England Patriots face off in the Super Bowl on Feb. 8, many FinAi companies will be showcasing their products in the much-discussed ads during the event

While AI firms are collectively pouring more than $660 billion into capital expenses in 2026, some have earmarked between $8 million and $10 million to buy 30 seconds of airtime in front of an expected 125 million viewers. Here are some of the AI companies that have bid high to get noticed.

Expense management company Base44 will showcase its capabilities using gen AI to generate reports, providing actionable insights to businesses and giving employees the ability to create tools by providing input in natural language. 

Another expense management company, Ramp, will run a commercial featuring “The Office” actor Brian Baumgartner as “America’s favorite accountant.” Ramp has raised $3 billion since its inception in 2019 and boasts investors like Khosla Ventures and Thrive Capital.

TurboTax has released the full two-minute version of its Super Bowl LX ad that stars actor Adrien Brody. In the spot, Brody humorously prepares to play a TurboTax expert but can’t fathom how the service removes all the drama from taxes — complete with his intense method acting and dramatic questions. The ad promotes TurboTax Expert Full Service. 

Fintech Rocket Money and CRM provider Salesforce are also airing Super Bowl ads. 

Rocket Money and Redfin, for one, are showcasing their platform on how it helps people move house by providing the ability to find houses online and financing through their platform. The ad is vocalized by Lady Gaga singing “Mister Rogers Neighborhood” theme song.

The list of AI providers that spent big bucks on Super Bowl LX commercials, without focusing on finance, includes:

• Google;
• Anthropic; and
• OpenAI.

Register here for the inaugural FinAi Banking Summit, taking place March 2-3 in Denver. View the full event agenda here.