The competition in the world of artificial intelligence is getting personal. This week, OpenAI and Anthropic—two of the biggest names in the field—engaged in a high-profile public dispute following a satirical ad campaign during the biggest sports TV event of the year that hit a little too close to home. The conflict began when Anthropic decided to publicly take a direct jab at its rival. Anthropic’s Super Bowl ad campaign features the simple but provocative “Ads are coming to AI, but not to Claude” tagline, just weeks after OpenAI announced plans to test advertising within the free tier of ChatGPT.
Anthropic and OpenAI clashing over Super Bowl anti-ChatGPT ads: “Clearly dishonest”
Anthropic’s ads use humor to show a future where AI assistants interrupt private moments with sales pitches. In one, a user asks for advice on how to talk to their family, and out of nowhere, they get a suggestion for a senior dating site. Another spot shows a young man seeking fitness tips, only to be offered height-boosting insoles.
Sam Altman, CEO of OpenAI, didn’t find the satire particularly accurate. While he admitted on X that the ads were “funny,” he quickly labeled them “clearly dishonest.” Altman argued that OpenAI would never implement ads in such an intrusive way. He also suggested that Anthropic was attacking a “theoretical” problem that doesn’t exist in reality.
Anthropic promises a clean experience while OpenAI tests banners
Beyond the banter, the dispute reflects the differences in how these companies plan to survive. OpenAI frames its move into advertising as a way to democratize technology. Altman pointed out that ChatGPT serves millions of free users—noting that more people use the tool for free in Texas than use Anthropic’s Claude in the entire U.S.—and argued that ads are necessary to keep the service accessible to those who can’t afford a monthly subscription.
Anthropic, meanwhile, is positioning itself as the “clean” alternative. The company claims that including ads in deep, meaningful conversations with an AI assistant is incompatible with building a helpful and trustworthy tool. However, some at OpenAI have pointed out that Anthropic’s promise to stay ad-free includes a clause that leaves the door open for changes in the future.
Deep roots and rivalries
This isn’t just about business models; it’s personal. Anthropic was founded by former OpenAI researchers who left over disagreements regarding the company’s direction. Since then, the two have jostled for market share and talent. In his response, Altman accused Anthropic of being “authoritarian” and focusing on “expensive products for rich people.” OpenAI’s CMO Kate Rouch also suggested that Anthropic wants to keep powerful AI “tightly controlled in small rooms.”
As competition in the AI segment intensifies, so does the marketing. Anthropic’s ads seem more like those of classic, historically rival brands—like Coca-Cola and Pepsi. Will OpenAI respond similarly in the near future? We’ll have to wait and see. In the meantime, one thing is clear: the era of “friendly” AI competition is officially over.
You can watch the funny Anthropic campaign ads below.
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