Millions of people saw the new Claude ad from Anthropic during Sunday’s Super Bowl, with a small but important distinction compared with the version you may have previously watched on YouTube.
The new ad campaign features a promise from Anthropic that it has no immediate plans to introduce ads to its AI chatbot. The ad depicts an AI as a person, accompanying a user on a workout and telling them what to do, but its dialogue is full of sponsored recommendations.
At its initial debut, and still live on Anthropic’s YouTube channel, the ad had a tagline of “Ads are coming to AI. But not to Claude.” If you saw the ad on TV, it said, “There is a time and place for ads. Your conversations with AI should not be one of them.”
That appears to be a toned-down version of the tagline, with the original referencing OpenAI’s recent move to bring ads to ChatGPT. The ad change was first reported by The Verge after viewers spotted it on social media during Super Bowl LX.
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OpenAI’s CEO, Sam Altman, publicly commented on the ads after their debut last week, saying they were “clearly dishonest” despite finding them funny. Altman said, “Our most important principle for ads says that we won’t do exactly this; we would obviously never run ads in the way Anthropic depicts them. We are not stupid, and we know our users would reject that.”
Altman continued, “I guess it’s on brand for Anthropic doublespeak to use a deceptive ad to critique theoretical deceptive ads that aren’t real, but a Super Bowl ad is not where I would expect it.”
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It may be that Anthropic wanted to tone down its attack on ChatGPT before running the ads to a wider audience. ChatGPT isn’t mentioned directly in any version of the ad, but it’s a clear reference to OpenAI, as it’s the largest AI company to confirm testing chatbot ads.
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However, Anthropic hasn’t changed its tagline on the YouTube version. It may have chosen a different approach for its core audience, who may seek out the ad themselves, while being less direct when the ad runs for a wider audience.
Disclosure: Ziff Davis, PCMag’s parent company, filed a lawsuit against OpenAI in April 2025, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.
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