One-time Super Bowl mainstay GoDaddy is returning to the Big Game following an eight-year hiatus, the internet domain registry company announced today.

The 30-second spot, slated to run in the fourth quarter, will promote Airo, an AI tool GoDaddy launched in late 2023, the company said. Airo aims to automate tasks small businesses need to handle when starting, such as setting up an LLC and website details. The tool also uses generative AI to suggest domain names, create logos and develop email and social media marketing content. One tagline that GoDaddy uses to describe Airo is, “Every aspect of your business, AI’d.”

GoDaddy did not reveal any details about the Super Bowl creative. It was developed by the brand’s in-house agency in partnership with Quality Meats, according to the company. ProdCo produced the ad and Ian Pons Jewell directed it. The ad will be used to jumpstart a larger, yearlong U.S. marketing campaign.

Anyone who expects a classically provocative GoDaddy commercial for the Super Bowl may be disappointed. In a blog post promoting the new ad, CEO Aman Bhutani wrote that GoDaddy is now a different company from the one once known for its lewd and controversial ads. In particular, its 2015 Super Bowl ad about a dog being sold online drew a fiery response, prompting GoDaddy to pull the commercial before the game was ever played. 

The energy required to stand up a Super Bowl spot was a primary reason for its eight-year hiatus, Chief Marketing Officer Fara Howard told Ad Age last year. Previously, GoDaddy aired a national spot in 12 of the 13 Super Bowls between 2005 and 2017.

That AI brought GoDaddy out of its Super Bowl shell is a testament to the technology’s power as a marketing tool. AI played a significant role in last year’s Super Bowl, and given the year of headlines it has had in the time since, AI could show up in a major way for this year’s game.