AI on the High Seas: Holland America’s Super Bowl Bet on Generative Tech

Holland America is making waves at this year’s Super Bowl—not with a flashy national ad, but with a regional spot that’s almost entirely AI-generated. The cruise line, owned by Carnival Corp., tapped into a suite of AI tools like Midjourney, Runway, and OpenAI’s Sora to craft a visually stunning 30-second commercial. The ad takes viewers on a historical journey, showcasing AI-rendered scenes of a Roman coliseum spectacle, galloping horseback riders near the Parthenon, and even hunter-gatherers at Stonehenge. While AI was responsible for nearly every frame, traditional visual effects tools like CGI were used to polish the final product.

The spot is tied to Holland America's partnership with The History Channel, promoting themed cruise itineraries to historically significant destinations. By leveraging AI, the brand aims to make history feel alive—without the hefty cost and logistical nightmares of live-action shoots in multiple locations. Unlike most national Super Bowl advertisers, who largely avoided AI-generated content in their final spots, Holland America fully embraced it. That puts the brand in an interesting position: testing audience reactions to a fully AI-driven commercial while competitors like MSC Cruises stick with big-name celebrity endorsements (think Drew Barrymore and Orlando Bloom).

The big question is how viewers will respond. AI-driven campaigns have been met with mixed reactions—Toys “R” Us faced backlash for an AI-generated ad, while Coca-Cola’s AI-powered holiday campaign left marketers divided. But Holland America seems unconcerned about any potential skepticism. "We were really thoughtful with how we used it," said CMO Kacy Cole.

Read more at AdAge.