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Anthropic hits its rival where it hurts in new Super Bowl ads
The rivalry between Anthropic and OpenAI is getting personal.
On Sunday, Anthropic will launch a series of Super Bowl ads that take aim at advertising inside AI chatbots, just weeks after OpenAI announced that it would begin testing ads in ChatGPT’s free and low-cost tiers.
Each ad opens with all-caps words: “BETRAYAL,” “VIOLATION,” “TREACHERY,” “DECEPTION.” They then cut to scenarios involving chatbot users: a man doing pull-ups asking how to get a six-pack, a patient consulting his therapist about communicating with a parent, an entrepreneur wondering how to launch a business.
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In each case, the AI-like persona starts out with helpful messaging, then pivots to product pitches. Insoles promise height for “short kings.” A dating service matches men with “cougars.” The joke lands when Dr. Dre’s “What’s the Difference” drops, and the tagline appears: “Ads are coming. But not to Claude.”
At roughly $10 million for a 30-second Super Bowl slot, Anthropic is spending a large sum on ads telling Americans that … it won’t show them ads.
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Anthropic has cultivated a reputation as the benevolent AI company, more aligned to human values than its competitors. Its recent “Keep thinking with Claude” campaign leaned hard into that identity. The ads were minimalist and artistic, framing Claude as a tool that encourages deep work and careful thought.
OpenAI, by contrast, has emphasized scale and disruption, rapidly expanding ChatGPT’s reach and title as the most-used chatbot, while venturing into in-your-face monetization. Anthropic’s ads reinforce that contrast.
On X (opens in new tab), OpenAI chief marketing officer Kate Rouch granted that “those ads are funny” but didn’t seem to entirely get the joke when she added, “Real betrayal isn’t ads. It’s control.”
Which kind of sounds like something AI would say.
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