Amazon turned heads during the Super Bowl with a high-profile advertisement featuring Hollywood star Chris Hemsworth, using generative artificial intelligence as a central creative hook. The ad, designed to showcase Amazon’s growing AI ambitions, leaned heavily on humor, cinematic flair, and the global appeal of the Marvel actor to stand out in one of advertising’s most expensive arenas.

The campaign reflects Amazon’s broader strategy to position itself as a leader in consumer-facing AI, moving beyond cloud services and enterprise tools into mainstream cultural moments watched by hundreds of millions worldwide.

How AI Took Center Stage in the Big Game

According to people familiar with the campaign, the commercial used advanced AI tools to assist with script development, visual effects, and rapid iteration of creative concepts. Amazon executives have increasingly highlighted AI as a productivity booster that can shorten production timelines and reduce costs, particularly for large-scale marketing efforts like Super Bowl ads.

By pairing AI-driven storytelling with a recognizable celebrity, Amazon aimed to normalize the technology for everyday users while framing it as playful rather than intimidating.

Workers Voice Concerns Amid the Celebration

While the ad generated online buzz and strong brand visibility, it also reignited criticism from some Amazon workers and labor advocates. Employees and union representatives have argued that the company’s enthusiastic promotion of AI glosses over deeper concerns about job security, workplace automation, and increasing performance monitoring inside warehouses and offices.

Several worker groups said the timing of the ad felt tone-deaf, arriving as employees continue to push for higher wages, safer working conditions, and clearer assurances about how AI will affect their roles.

A Growing Divide Between Image and Internal Reality

The contrast between Amazon’s polished Super Bowl image and ongoing labor disputes underscores a growing tension across the tech industry. As companies race to deploy AI at scale, workers are increasingly demanding transparency about how these tools will reshape employment and decision-making.

Analysts note that while AI-centric ads may excite investors and consumers, they also risk amplifying scrutiny if internal workforce concerns remain unresolved.

Super Bowl Ads as a Tech Industry Battleground

This year’s Super Bowl saw a surge of commercials centered on artificial intelligence, signaling how fiercely tech giants are competing for mindshare. Amazon’s Chris Hemsworth-led campaign stood out for its star power, but it also highlighted the reputational risks companies face when innovation messaging collides with labor realities.