The AI wars begin with new Super Bowl commercials

First it was the Pepsi-Cola war, then it was the PC versus Apple, and now the AI wars have begun.

The burgeoning rivalry between the world’s leading artificial intelligence firms moved away from the Silicon Valley boardroom to the television screen on Sunday.

AI startup Anthropic made its Super Bowl LX debut with a high-stakes ad campaign that took a direct swipe at its chief competitor, OpenAI. The commercials, which reportedly cost millions to air during the match-up between the Seattle Seahawks and New England Patriots, mock OpenAI’s recent decision to introduce advertisements within its popular chatbot, ChatGPT.

One 30-second spot features a young man asking a muscular bystander for workout advice. The bystander responds in a stilted, robotic tone before abruptly pivoting to a sales pitch for shoe insoles that help “short kings stand tall.” The ad concludes with a pointed tagline: “Ads are coming to AI. But not to Claude.”

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Anthropic, the San Francisco-based firm founded by former OpenAI executives, is positioning itself as the more principled alternative to the Microsoft-backed giant. In a blog post released alongside the campaign, Anthropic said its AI model Claude will “remain ad-free.”

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“There are many good places for advertising. A conversation with Claude is not one of them,” the blog post read. “Claude will remain ad-free. Our users won’t see ‘sponsored’ links adjacent to their conversations with Claude; nor will Claude’s responses be influenced by advertisers or include third-party product placements our users did not ask for.”

Anthropic declined to provide further comment.

OpenAI CEO Sam Altman responded to the ads on X, calling them “clearly dishonest” and accused Anthropic of “double speak.”

“But I wonder why Anthropic would go for something so clearly dishonest,” he wrote. “I guess it’s on brand for Anthropic doublespeak to use a deceptive ad to…

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