Business
Super Bowl spots spark fight over whether we’re ready for ads from our chatbots
The chatbot wars entered the Super Bowl this year.
At Super Bowl LX, a ChatGPT competitor paid millions of dollars for commercials mocking the leading artificial intelligence chatbot’s plans to put advertisements in its chats.
One of the ads, titled “Betrayal,” showed a man seeking help to communicate better with his mother. His therapist, representing a sponsored bot, offers advice on mending the relationship, then suddenly suggests a mature dating site to connect with “roaring cougars.”
The ads from Anthropic, which has a chatbot named Claude, ends with the tagline: “Ads are coming to AI. But not to Claude.”
AI companies are spending hundreds of billions of dollars and need to generate more revenue to keep spending. Though much of the money comes from subscriptions from companies and other heavy users, companies serving regular consumers will probably need to increasingly rely on ads and other methods to monetize mass market users.
The Super Bowl Sunday ads launched a debate about what a future would look like in which the bots many people talk to all day start pitching products.
OpenAI, which has more than 800 million users, generated around $20 billion in revenue in 2025, according to its chief executive, Sam Altman. That still isn’t enough to cover what it has borrowed and plans to spend.
Last month, OpenAI said it will be testing ads for its free-tier users and its low-cost ChatGPT Go subscribers in the U.S.
“Subscriptions cover the committed users,” said former Google executive Justin Inman, who is the founder of Emberos, a startup that researches brand visibility in AI. “But they have a ton of free users as well.”
Ads have just started rolling out on ChatGPT, and the company has shared examples of what they look like in a chat.
One example showed a static link to purchase hot sauce at the bottom of the answer, labeled ‘sponsored’. Another was more conversational. After answering a user query about Santa Fe, the chatbox provided a link to a desert cottage in the locality.
OpenAI underlined that the ads won’t influence ChatGPT’s answers and will be separate and clearly labeled.
Altman responded to the Anthropic commercial on X, calling it funny but “dishonest.”
“We would obviously never run ads in the way Anthropic depicts them,” he said. “We are not stupid and we know our users would reject that.”
He suggested Anthropic was being elitist.
“Anthropic serves an expensive product to rich people,” he said, while OpenAI feels “strongly that we need to bring AI to billions of people who can’t pay for subscriptions.”
Anthropic was founded in 2021 by former OpenAI employees. Though the two companies have been long-term rivals, the Super Bowl ad was one of the first times the scuffle was so public.
While ChatGPT targeted everyday users, Anthropic has focused on selling chatbot services to business customers. The company has witnessed explosive growth, clocking a reported $9 billion in revenue in 2025, and is projected to reach $26 billion this year.
Demis Hassabis, the CEO of Google DeepMind, which operates Gemini, said in a recent interview that he was surprised by OpenAI’s decision to monetize the chatbot through ads this early. Pushing products mid-conversation inside a chatbot could hurt users’ trust in AI as a helpful assistant, he said.
Though Google’s Gemini chatbot doesn’t push ads, last year the company introduced ads in the AI-generated summaries users see atop Google search results. The company also began testing ads in “AI Mode,” a conversation feature on the Google homepage, where sponsored cards appear below the AI-generated search results.
Elon Musk’s Grok, the AI that is integrated into the platform X, also told advertisers last year that it would start testing ads inside chatbot responses as a way to boost revenue and pay for the expensive chips powering AI.
More U.S. shoppers are already turning to AI chatbots, and a Deloitte survey found that trust in generative AI has been steadily increasing. Younger shoppers are using chatbots for comparison shopping, finding deals, summarizing product reviews, and generating shopping lists.
Even without bribing the bots to provide direct advertising, brands are already trying to find ways to get into the good books of AI search results. An entire cottage industry of startups and consultants has emerged to help retailers and brands ensure their products appear in AI search results, a field called Generative Engine Optimization.
The market for traditional search engine optimization was $20 billion to $25 billion, but the potential for AI-driven commerce is much larger, said Amay Aggarwal, a co-founder of Anglera. His company helped Los Angeles-based e-bike and outdoor goods retailer Retrospec adapt its product catalog so that AI chatbots such as ChatGPT and Gemini could accurately recommend the right bikes for specific conditions.
Even as advertising evolves to embrace AI, many of the top AI companies saw value in old-school Super Bowl television ads. In the era of fragmented internet culture, the Super Bowl remains one of the last major shared American television viewing events that draws more than 100 million viewers. AI companies paid up to $10 million for a 30-second spot.
Super Bowl LX was overrun with advertisements from many AI majors, including OpenAI, which promoted its coding platform Codex, and Google’s Gemini, which spotlighted its photo-generation capabilities.
Despite being the “AI Super Bowl,” none of the major AI companies — OpenAI, Google, Anthropic — made the top 20 brands that performed well in generative AI search and conversation during Super Bowl week.
“Being an AI brand doesn’t automatically translate into being remembered by AI,” said Inman of Emberos, whose company produced The AI Influence Index, which tracked the top seven Super Bowl advertisers and how they were showing up in AI queries.
The seven brands that dominated chatbot searches were XFINITY, Bud Light, Squarespace, Ramp, Budweiser, Volkswagen and Dove.
“As ads move into chatbots, the real competition won’t be for attention — it’ll be for how clearly your message survives retelling by AI,” Inman said.
Business
Volvo to pay $197 million after hidden pollution device found in California truck engines
Volvo Group North America has agreed to pay nearly $197 million to resolve allegations from California regulators that company’s heavy-duty truck engines violated California emissions standards and certification requirements.
About 10,000 diesel truck engines manufactured by Volvo were equipped with an undisclosed device, causing them to release excessive levels of smog-forming pollution across California, according to the California Air Resources Board, the state agency that regulates air pollution and greenhouse gases.
Volvo is developing a software fix to repair many of these vehicles and extend their warranties at no cost to the owners. Eligible truck owners are expected to be notified of a non-mandatory recall on these trucks next year.
CARB found inconsistencies in the Swedish automaker’s data while testing trucks with Volvo engines from model year 2010 to 2016, which resulted in the investigation and ensuing settlement.
“This case underscores why CARB’s compliance testing and strong enforcement are essential to protecting the state’s air quality and public health,” said Lauren Sanchez, chair of the state Air Resources Board. “Our responsibility goes beyond adopting regulations — we are committed to upholding them by identifying violations and holding companies accountable for meeting emissions standards.”
Under the settlement, Volvo will pay $17.5 million in civil penalties to reimburse the state for the cost of the investigation and support its vehicle-testing operations. Another $179 million will go toward investing in clean-air initiatives, such as electric vehicle incentive programs, to offset air pollution that resulted from the alleged violations.
Business
Commentary: A surge in Nevada data center construction threatens the electricity supply for 49,000 Californians
Local opposition has blocked or delayed more than a dozen huge data center projects around the country. But these Californians don’t get a vote on Nevada projects that could affect their electricity supply.
Those big data centers being built for artificial intelligence firms are in bad odor nationwide.
Seven in 10 Americans oppose projects in their local communities, according to a recent Gallup poll. More than a dozen, valued at some $64 billion, have been blocked or delayed by local opposition in recent years.
But what happens when the people directly affected by these project plans don’t get a vote?
Data centers did not influence this decision.
— NV Energy, explaining its move to end service to 49,000 California customers. But is it telling the truth?
That’s the quandary faced by 49,000 residents living on the California side of Lake Tahoe, mostly in the city of South Lake Tahoe. The surge in construction of data centers in Nevada is prompting the Nevada utility that supplies 75% of the Californians’ electricity to cut them off next year.
The California-regulated utility that carries the electricity over the state line to their homes and businesses has assured them that it will find alternative sources to protect them from losing service — but hasn’t promised that their rates won’t increase because of the transition.
“It’s like we don’t exist,” Danielle Hughes, the head of a local energy nonprofit and an advocate for the customers, told me. The crisis facing those residents is just the latest in a long line of indignities they have suffered thanks to several unique characteristics of their energy market, Hughes says.
For one thing, they are permanent residents of the community — teachers, firefighters, police, and service workers at the hotels, restaurants and resorts that bring in a tidal wave of visitors every winter. The latter, as well as vacation-home owners and renters, generate seasonal electricity demands that drive up power costs year-round.
That means that the permanent residents are in effect subsizing the visitors, even though they’re lower-income ratepayers than the generally well-heeled vacationers.
Before delving deeper into the issues for the permanent residents, let’s examine the effect of the large-scale data centers being built and proposed in Nevada, and more generally coast to coast.
Nevada has emerged as a prime location for data centers, in part due to the wide open, undeveloped acreage available for construction. More than 60 data centers have sprung up around Reno and Las Vegas, with many more slated to rise in the northern part of the state, according to a survey by the Desert Research Institute, a Nevada nonprofit.
“We’re right at the epicenter for global expansion” of data centers, observed Sean McKenna, a co-author of the report.
The existing data centers consumed 22% of Nevada’s electric generating capacity in 2024, DRI calculated. If all those under construction and on the drawing board are completed, that figure would rise to 35% by 2030. NV Energy, the Nevada utility that provides the electricity for the California side of Lake Tahoe, estimates that the electricity demand for just the 12 projects being planned would come to 5,900 megawatts — nearly three times the generating capacity of Hoover Dam.
That construction frenzy is likely to bring some of the same drawbacks that have provoked local communities to militate against data centers — not only pressure on existing electricity capacity, but also a voracious appetite for water due to the cooling needs of the computerized equipment managing the data for AI applications. Residents in the neighborhoods of data centers have also complained of incessant noise coming from their 24/7 operations.
With global warming driving up temperatures in Nevada’s semiarid and desert zones, they add, residents will find themselves in a contest with data center owners for an already inadequate supply of power in the state. DRI warns: “Local utilities and ratepayers in data center cluster regions like Northern Nevada also risk bearing the costs of subsidizing AI and computing services as power grids expand their infrastructure.”
In many communities, the result has been a vigorous and vocal backlash, including in California. They’ve packed town halls, prompted state and local political leaders to legislate limits on their growth or even to ban them.
That brings us back to the situation around Lake Tahoe.
In terms of its electric utility service, the region has long been an outlier. About 25% of its power comes from two solar farms operated by Liberty Utilities, but the rest comes from NV Energy; the reason is that it’s unconnected with the California transmission grid but accessible via a line from Nevada.
As a result, it falls into the cracks among energy regulators. Because it’s not part of the California grid, the California Public Utilities Commission has only limited jurisdiction over its service, although it has the authority to approve its electricity rates. The Nevada Public Utilities Commission doesn’t oversee the customers’ service at all, because they’re not Nevada residents.
The region is also unusual because its peak energy demand comes in the winter; most of the rest of California peaks in the summer, when air conditioners are on full blast.
Hughes and other residents have maintained that because the CPUC hasn’t modeled electricity demand for their small region, they have been paying for infrastructure that doesn’t serve them.
“We’ve been paying for assets in Nevada,” Hughes says, “without it being tracked by the state of California.”
Liberty does charge permanent residents in the Tahoe area about 2% less than the rate for part-time residents, but the discount should be much larger, Hughes says. Liberty didn’t respond to my request for comment.
Earlier this year, NV Energy informed Liberty that it would no longer serve as its wholesale energy provider after mid-May next year, and urged Liberty to make haste to secure an alternate supplier.
Liberty promised its customers in a recent statement that they “will not be left without service” as a result of the change. “This does not mean the power is shutting off,” Eric Schwarzrock, president of Liberty Utilities, said at a South Lake Tahoe City Council meeting last month, according to the news site SFGate. “Energy companies, utilities, large customers change energy supply frequently.”
Liberty and NV Energy both attributed the change to a preexisting agreement that anticipated that NV Energy would eventually cease providing power to Liberty’s customers, although their interpretations of the deal and the impetus for the change appear to be at odds.
The “long-standing agreements and planning assumptions … date back more than a decade,” NV Energy said in a May 14 statement. That was “well before data center growth became a factor,” the utility said. “Data centers did not influence this decision.”
That is, to be charitable, dubious. How do we know? Liberty said so in a March 6 letter to the California Public Utilities Commission, requesting permission to take “immediate action” to find alternative providers.
The letter stated that Liberty had expected its arrangement with NV Energy to “continue indefinitely.” During their last negotiations for an extension of the deal, however, NV Energy informed Liberty that it would cease serving Liberty on May 31, 2027, with a possible extension to Dec. 31.
“This change of stance by NV Energy was a surprise to Liberty,” the letter said. Liberty ascribed NV Energy’s decision to new “market circumstances” in the latter’s home service region. Among them: “A number of entities are seeking to add large loads such as data centers into the area.”
NV Energy says it will continue serving Liberty’s customers until Liberty secures a new supplier, even if it misses the May 2027 deadline; the ultimate deadline is Dec. 31, 2027, when NV Energy expects to complete its 350-mile Greenlink West transmission line between Las Vegas and the Reno area, part of a $4.2-billion infrastructure upgrade.
Yet that still leaves an open question that should make those customers nervous: How much will they be paying for power?
In its recent statement to customers, Liberty made only the vaguest of promises. “While no utiulity can predict the exact future cost of energy,” it said, “affordability is a primary goal” in its search for new suppliers. “With a competitive bidding process, we aim to find a cost-effective solution for your monthly bill.”
But any new supplier would have to come from outside California, because of the region’s lack of any connection with the state’s grid. And generators in nearby states face their own rising demands from data centers, drought and global warming.
The drawbacks of these massive industrial installations are beginning to be felt by their neighbors, including higher electricity prices and dwindling water supplies. They’re only going to get worse.
Business
Video: Jury Rejects Elon Musk’s Lawsuit Against OpenAI and Microsoft
new video loaded: Jury Rejects Elon Musk’s Lawsuit Against OpenAI and Microsoft
transcript
transcript
Jury Rejects Elon Musk’s Lawsuit Against OpenAI and Microsoft
Elon Musk had accused OpenAI of “stealing a charity” by attaching a commercial company to Open AI, which was founded as a nonprofit. But a jury ruled that the statute of limitations had expired.
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“The evidence that Mr. Musk’s lawsuit was an after-the-fact contrivance by a competitor was overwhelming.” “This reminds me of key moments in this country’s history. The siege of Charleston, the Battle of Bunker Hill, these were major losses for Americans. But who won the war? And this one is not over. And to sum it up, I can sum it up in one word: appeal.”
By Meg Felling
May 18, 2026
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