Anthropic Pitches Claude as a Thinking Partner, Not an Answer Machine

At a glance

Anthropic launched its first global brand campaign, 'Keep thinking', in September 2025. It aims to ease public worries about AI and job losses by presenting its AI model Claude as a partner that solves problems alongside people.

Key points

1. 1

   Claude asks questions and shows its reasoning so users find answers themselves, rather than just giving answers.

2. 2

   Billboards in 12 U.S. cities, including Times Square, featured real Claude users.

3. 3

   Ads ran on major sports broadcasts and streaming services like Netflix, plus partnerships with influencers and podcasts.

4. 4

   The campaign video drew 220,000 views and 7,800 likes, and some industry watchers say the sales gap with OpenAI could narrow to single digits in 2026–2027.

Why it matters

How AI is introduced and used can shape how people feel about it, which makes this campaign worth watching.