In a corporate blog post published alongside its Super Bowl ad, Anthropic said: “Our business model is straightforward: we generate revenue through enterprise contracts and paid subscriptions, and we reinvest that revenue into improving Claude for our users. This is a choice with tradeoffs, and we respect that other AI companies might reasonably reach different conclusions.”
A time and a place
Claude’s “A Time and a Place,” created by Mother, launched on Wednesday (Feb. 4) with four spots posing the question: Does advertising belong everywhere?
They showed people in various personal scenarios, asking AI chatbots personified as professionals, such as personal trainers and therapists, questions before having their thoughtful responses interrupted by jarring advertising scripts. The short films end with the slogan: “Ads are coming to AI. But not to Claude.”
The brand told ADWEEK it expects the commercials to reach around 120 million people.
OpenAI has pledged that its ads—which it’s asking brands for a $200,000 commitment to run—will be separate, labeled, and never influence a chat. However, the business has also stated ads will be conversation-specific, which is the central allegation of Anthropic’s ads.
A Super Bowl Showdown
Per the Wall Street Journal, following its 2025 debut, OpenAI is reportedly preparing a 60-second spot for Super Bowl 60, meaning the two competitors could be set for a showdown during the broadcast.
Google’s Gemini has already unveiled its Big Game ad, with a pitch to consumers about “helpful” AI.
Within the last 12 months, we’ve seen AI’s biggest players swap product demos for cinematic ads that are taking a page from Apple’s emotional storytelling playbook.
In 2025, OpenAI launched its largest-ever brand campaign, showing how ChatGPT is useful in relatable, daily moments. Meanwhile, Anthropic has been busy positioning Claude as the thinker of the group, even opening a physical space in New York. Last summer, Perplexity teamed up with Squid Game actor Lee Jung-jae to take a playful jab at Google.
