Anthropic launches first brand campaign for Claude
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Credit: Anthropic
Anthropic — the AI research lab behind the large language model Claude — has launched its first brand campaign.
Why it matters: Anthropic has been a key player in enterprise AI, but hopes this campaign will raise awareness within the consumer market that's dominated by its competitor OpenAI.
Details: The multimillion-dollar "Keep thinking" campaign will run across international markets starting Thursday.
- The spot will also run during sports moments, across streamers like Netflix and Hulu, and in print with the New York Times and Wall Street Journal.
- Out-of-home will run in a dozen cities, including San Francisco, New York City, Washington, D.C., and Los Angeles.
- Anthropic is also partnering with top influencers and podcasters "that naturally align with the ethos of this campaign," per a statement.
Flashback: Last year, Anthropic joined its Big Tech competitors by running an ad during the Super Bowl.
- The company aired a five-second ad that did little to explain what Claude was or how it could serve users.
Now, the messaging of the "Keep thinking" campaign attempts to position Claude as a safe AI solution for solving complex challenges and not a replacement for critical thinking.
- "There has never been a better time to be a problem solver," the spot says.
Between the lines: Anthropic seemed to learn from the highly criticized Apple ad released last year, called "Crush" which showed creative tools like paint, cameras and musical instruments being crushed by a hydraulic press to form an iPad.
- As Axios' Scott Rosenberg pointed out, "Creative professionals and artists — one of Apple's key constituencies — already fear AI's impact on their jobs and our culture. The ad, many felt, made the company look both callous and brutal."
- Apple pulled the ad and issued a rare apology for missing the mark.
What they're saying: Anthropic's new ad "is intended as both a rallying cry and a promise" for responsible AI that helps to solve problems, not create them, says Andrew Stirk, Anthropic's head of brand marketing.
- "Claude is for those who see AI not as a shortcut, but as a thinking partner to take on their most meaningful challenges," he said in a statement.
What's next: The campaign debuts with a 90-second film, which is available on YouTube.
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