Anthropic makes its first big brand push with Claude AI
Claude enters the mainstream with an optimistic message for developers and decision-makers
Anthropic is stepping into the advertising spotlight with its first major campaign for Claude, the company’s flagship AI assistant. Titled “Keep Thinking,” the brand campaign casts Claude as a thinking partner for problem solvers in tech, research, and business.
This marks a turning point in how top AI players market themselves. With OpenAI making a Super Bowl debut and Perplexity pushing into the mainstream, Anthropic’s multimillion-dollar move signals a sharpened focus on brand awareness.
This article breaks down the campaign, its target audience, and what it reveals about Claude’s positioning in the B2B AI space.
Short on time?
Here’s a table of contents for quick access:
- What’s in the campaign
- Who Claude is trying to reach
- Why this matters for marketers
- Takeaways for brand builders in AI
Patrecia Meliana
What's in the campaign
The “Keep Thinking” campaign, created by independent agency Mother, represents a major media investment and Anthropic’s first paid advertising effort.
The hero spot opens on a dark note with the line, “There’s never been a worse time,” set against visuals of global challenges. It quickly pivots with a more hopeful message: “There’s never been a better time to have a problem.”
Directed by Daniel Wolfe through Love Song Films, the ad presents high-stakes problems Claude can help solve — including medical diagnoses and education access. It positions the chatbot not as a novelty but as a work tool for those solving real-world issues.
The campaign includes placements across live sports, streaming platforms like Netflix and Hulu, major print publications, podcasts, and influencer partnerships. Out-of-home creatives feature Anthropic researchers Kamal Ndousse and Grace Han, along with Poetry Camera creators Kelin Zhang, Ryan Mather, and Evan Kahn. Media buying was handled by Initiative.
Who Claude is trying to reach
The campaign is clearly not aimed at casual users. Anthropic is targeting problem solvers — developers, researchers, and business owners who are already using Claude for serious work. According to the company, Claude.ai and the Claude API are used primarily for coding, research, and education.
Adoption has grown rapidly. Claude has more than 300,000 business customers.
The agency also used Claude during the campaign’s development, researching user behavior and scenarios that ultimately shaped the narrative.
Why this matters for marketers
Anthropic’s push into brand advertising marks a broader shift in how AI companies compete. The messaging is clear: Claude is not a gimmick or shortcut. It is a partner in complex problem-solving.
That positioning could help Anthropic stand apart in a market that is increasingly crowded and facing scrutiny. Earlier this month, the company agreed to pay US$1.5 billion to settle a copyright lawsuit related to training its models on pirated content. This campaign may serve in part as a reputation reset, emphasizing purpose over controversy.
Rather than highlighting speed or novelty, Claude is being framed as a professional tool — one designed to support real work. That narrative shift aligns with how many B2B buyers evaluate emerging technology: not just on performance, but on long-term utility and ethical positioning.
What marketers should know
Here are a few takeaways for brand strategists and marketers tracking the evolution of AI communications:
1. AI branding is entering its next phase
We are moving past early hype into value-based differentiation. Claude’s campaign is less about what the product does and more about who it is for and what it stands for.
Patrecia Meliana
2. Enterprise use cases are the focus
By targeting professionals, Anthropic is drawing a line between consumer-grade chatbots and enterprise-ready AI tools. Marketers in B2B or SaaS should expect more noise — and more opportunity — in this space.
Patrecia Meliana
3. Real humans matter in AI messaging
Featuring internal researchers and artist-users adds credibility. This approach appeals to technical buyers who want transparency, not just features.
Atikah Amalia
4. Values-based storytelling is gaining traction
Anthropic is weaving its ethics into the pitch. This is not just smart PR, it is good brand strategy in a time when AI mistrust is growing. Buyers want to know how tools are trained, who builds them, and what they are built for.
Anthropic is betting that Claude will resonate with those who see AI as a strategic partner, not just a digital assistant. As more companies enter the generative AI space, the differentiators will be clarity, credibility, and purpose. Claude’s campaign is an early signal of what that new competitive landscape will look like.
