Advertiser excitement is in full swing as Super Bowl LX approaches on Feb. 8, 2026. NBCUniversal confirmed in September that all commercial inventory for the big game is sold out, with the broadcaster seeking around $7 million for a 30-second spot during early talks. Some marketers, including Grubhub, have been quick to announce their debut for what many bill as the biggest night in advertising, while others, like Ritz and Nerds, were similarly eager in revealing plans for their return. The big game continues to be a major opportunity for brands to gain visibility, with the 2025 iteration attracting 127.7 million U.S. viewers across television and streaming platforms, making it the most watched Super Bowl to date.

Amazon recently said it is investing over $1 billion in additional pay and benefits for fulfillment and transportation employees. Those employees who have been with Amazon for three years or more have, on average, seen their pay increase by 35%, per the company. Amazon said regular full- and part-time employees earn an average of $23 per hour with benefits, including health care and education programs. “We find that our seasonal roles are really popular — often filling up within minutes of being posted — because they meet different needs for so many different people,” Sandy Gordon, vice president of global operations at Amazon, said in a statement. “For some, it’s a few months of extra income to support their families during the holidays. For others, it’s the first step in building a new career path.” Amazon’s robust hiring initiatives are outpacing much of the retail industry. Target, for instance, has in recent years hired about 100,000 seasonal employees, but this year did not suggest a specific number it planned to bring on. Kohl’s likewise did not release a specific number but said it would hire seasonal workers.

Generative AI has been quickly absorbed by the marketing industry. According to a report from Botco.AI, after a short introduction period, 73% of marketers are now using AI tools. Of those still holding out, 31% expect to use it within a year, and 46% expect to within two years. Two-thirds of respondents who currently use AI say they do so for brainstorming sessions, first drafts and outlines. Forty-nine percent say they use AI to produce final content. The Botco report was based a survey of 1,000 B2B and B2C marketing professionals in March. Three-quarters of them were from companies with more than 100 employees.