Svedka's AI-Powered Super Bowl Debut

Svedka Vodka's Return to the Super Bowl with AI-Powered Fembot

Svedka vodka is making a bold return to the Super Bowl this year, featuring its iconic "Fembot" mascot in a groundbreaking commercial that leverages artificial intelligence. This marks the brand’s first appearance in the game, signaling a significant shift in its marketing strategy. The decision comes as part of a broader effort by Sazerac, the privately owned spirits company that acquired Svedka from Constellation Brands earlier this year.

The move highlights Sazerac’s commitment to revitalizing the brand, which had been experiencing a decline before the acquisition. According to Sara Saunders, chief marketing officer at Sazerac, who also oversees other brands like Buffalo Trace, Southern Comfort, and Fireball, "Constellation really hadn’t invested behind the brand." However, Svedka has since seen a resurgence, and the Super Bowl campaign is a key part of that growth strategy.

Bringing Back the Fembot

In the fall, Sazerac brought back the "Fembot," a shapely robot that had been retired over a decade ago. The mascot was originally used to promote Svedka in the early 2000s, and its return is intended to introduce the brand to a new generation of consumers while rekindling interest among existing ones.

To create the Super Bowl commercial, Sazerac partnered with Silverside, an AI firm that also worked on a holiday ad for Coca-Cola this year. The process involved rebuilding the Fembot using AI technology and training it to replicate the facial expressions and body movements that defined the original character. According to Saunders, the project took about four months and required meticulous attention to detail.

The Role of AI in Advertising

While the use of AI in advertising has sparked controversy among some industry professionals and consumers, it hasn't deterred marketers from exploring its potential. In fact, Saunders believes that AI was the perfect tool for this campaign, given the futuristic theme of the ad.

"I would say there’s a misnomer that AI is a shortcut," she said. "I don’t think my team has worked harder on any ad that we’ve created for any brand."

Saunders emphasized that the creative process still requires hands-on involvement. "Every single piece of the ad has been hand-held and art-directed—almost as though the AI is an animation tool," she explained. "It actually has required more work."

Despite the technological advancements, Saunders remains confident that the human element of advertising will not disappear. "We’re not in a world in which we can prompt creative ideas. The ideas still have to come from the brand team," she said.

Other Advertisers in the 2026 Super Bowl

Svedka is not the only brand making waves in the 2026 Super Bowl lineup. Other advertisers include Mondelez’s Ritz cracker brand, beverage company Liquid Death, and food delivery service Grubhub. These companies are also looking to capture the attention of millions of viewers during the high-profile event.

As the advertising landscape continues to evolve, the integration of AI into creative campaigns is becoming increasingly common. While some may question the role of technology in storytelling, others see it as a powerful tool that can enhance the creative process when used thoughtfully.

For Svedka, the Super Bowl campaign represents more than just a commercial—it's a statement about the brand’s future and its commitment to innovation. With the help of AI and a nostalgic mascot, Svedka is poised to make a strong impression on audiences across the country.