Anthropic, the research lab behind the AI model Claude, has launched its first major paid brand campaign titled “Keep Thinking.” Designed to push Claude beyond tech insiders and appeal broadly to businesses, creators, and consumers, this campaign stakes out a clear identity: AI that supports, not replaces, human thinking.
What “Keep Thinking” Is All About
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Positioning Claude as a thinking partner: The messaging makes it clear that Claude is built for people who wrestle with problems—whether in coding, research, or creativity—and need tools that amplify human capability, not cut corners.
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Safety and ethics are central: Anthropic is emphasizing responsible AI. The campaign frames Claude as an option for people who want transparency, fewer hallucinations, and more careful reasoning.
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“Problem-solving” over “shortcut-taking”: Where many AI narratives lean heavily on speed or automation, this campaign reframes that narrative—instead of replacing human effort, Claude helps with complexity.
How the Campaign Looks & Feels
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The campaign opens with a cinematic 90-second film, highlighting scenes of people facing real challenges. It begins by showcasing the word “problem” in various forms (in code, in print, etc.), then moves through various contexts of people confronting obstacles.
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Media mix includes premium placements: streaming platforms (Netflix, Hulu), print publications (The New York Times, Wall Street Journal), out-of-home (billboards, etc.), podcasts, and influencer collaborations.
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Real people are part of the story: researchers from Anthropic, creators who have used Claude, and people behind viral side-projects like Poetry Camera are featured to make the campaign feel grounded and credible.
Strategic Implications & Competitive Context
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From niche to mainstream: Until now, Claude has grown mostly via word-of-mouth, enterprise sales, and developer traction. “Keep Thinking” signals the company’s intention to occupy more of the public consciousness and compete with giants like OpenAI and Google.
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Differentiation via responsible AI: Safety, clearer reasoning, admitting uncertainty—these are becoming key differentiators in an AI market saturated with claims. Anthropic seems to be leaning in here.
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Challenges ahead: Having a strong campaign is one thing; maintaining trust, delivering promised features, scaling user experience without trade-offs (speed vs accuracy, etc.) will be the real test.
Why It Matters
In a moment when many users feel uneasy about AI—concerned about misinformation, bias, loss of control—this campaign offers something different: affirmation that technology can help with tough problems while still needing human judgment. For brands and marketers, “Keep Thinking” demonstrates how selling AI isn’t just about features—it’s about values and perception.
Final Thought
Anthropic’s “Keep Thinking” is more than an ad campaign—it’s a declaration. By emphasizing problems, not perfection; collaboration, not replacement; ethics, not hype—Anthropic is staking a claim in the AI world that feels urgently needed. Whether Claude can deliver on this promise at scale will determine whether “Keep Thinking” becomes just smart marketing or a meaningful shift in how we relate to AI.
