Dario Amodei launched Anthropic in 2021. Photo by Chance Yeh/Getty Images for HubSpot

Dario Amodei is done playing nice. The Anthropic CEO, who has spent much of the past five years positioning his company as the safety-conscious alternative to OpenAI, is spending millions on a Super Bowl campaign taking direct aim at OpenAI’s decision to introduce advertising into ChatGPT. In a pointed jab at the direction Silicon Valley’s biggest players are heading, the spots—a 60-second pregame ad and a 30-second in-game version—parody what happens when a “trusted assistant” starts acting like a monetized feed. In one, a man seeks therapy for communication issues with his mother; his A.I. therapist responds with bland advice before pivoting to pitch a dating app for older women. In another, a guy asking for fitness tips gets interrupted mid-answer by an ad for insoles. The tagline is blunt: “Ads are coming to A.I. But not to Claude.”

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