Among the online critics was OpenAI CEO Sam Altman. “i thought this was satire, kept looking for the handle to be spelled c1audeai or something,” he posted to X. The ad’s most liked YouTube comment calls it “dystopian marketing slop.” Atlantic writer Lila Shroff described the ad as “tone-deaf.” In the words of one X poster, Anthropic seems to want to “scare everyone about AI, then pose as the only ones humble enough to be trusted.”
Ironically, the latest ad was meant to show the opposite: that Anthropic is listening. The voices came from people the company interviewed on a U.S. roadshow last spring, part of a wider effort that has surveyed more than 120,000 people across 159 countries. Daniela Amodei, Anthropic’s president, told TIME in a recent interview that the campaign was a “culmination of work that we have been doing, essentially around this concept that people's thoughts and feelings and worries and excitements and concerns about AI are not only very valid, but something that, as a company, as Anthropic—one of the leaders in actually training these models and building this technology—we really want to hear.” (Anthropic did not provide comment for this article at the time of publication.)
To be sure, Anthropic benefits from presenting its models as uniquely powerful and itself as a responsible steward of a world-changing technology. And Anthropic has walked back safety pledges before. But taking Anthropic’s warnings seriously is not the same as trusting it to solve the problem.
The fossil-fuel industry suppressed evidence of climate change for decades, just as Big Tobacco obscured the link between smoking and lung cancer. Had those industries spoken plainly about the dangers of their products, their motives would rightly have been scrutinized—but the candor itself would have been preferable to years of deceit. The same should be true of AI. A company that cops to the risks of its business is preferable to one that minimises or conceals them, even if you believe doing so doubles as brand-building.
The ad’s most provocative image was of American soldiers’ tombs at the Arlington National Cemetery. For some, evoking death and sacrifice was perplexing and distasteful; a step too far. “I can’t stress enough how f—ed up it is that Anthropic is running an ad that includes this image,” Zack Korman, CEO of AI cybersecurity company Embroidery posted to X. But if you believe, as Anthropic CEO Dario Amodei does, that AI poses a 10% to 25% chance of a civilisation-ending catastrophe, the image of tombs is a stark acknowledgement of the stakes. Amodei’s assessment of the dangers may be right or wrong, but an ad that grapples with those risks is arguably more honest than previous campaigns that present Claude as a tool for tinkerers and problem solvers.
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