Anthropic, the AI research lab behind the large language model Claude, has launched its first major brand campaign, "Keep thinking. " This multimillion-dollar initiative aims to expand Claude’s presence from enterprise applications into the competitive consumer market, where OpenAI currently leads. The campaign presents Claude as a safe, thoughtful AI that supports users in solving complex problems without replacing human critical thinking, promoting a collaborative human-AI approach. Following previous promotions like its Super Bowl appearance, "Keep thinking" deepens the message of responsible AI use, highlighting Anthropic’s dedication to ethically grounded AI that fosters creativity and intelligence rather than diminishes them. This approach sets Anthropic apart from other tech marketing efforts, such as Apple's "Crush" campaign, which faced criticism for its aggressive tone, contrasting with Anthropic’s more measured and thoughtful messaging. Andrew Stirk, head of brand marketing at Anthropic, describes the campaign as both a "rallying cry and a promise, " designed to inspire trust in AI as a positive problem-solving aid while committing to developing systems that augment human reasoning rather than replace it. This philosophy aligns closely with broader industry discussions about the ethical and societal responsibilities of AI deployment. To launch the campaign, Anthropic released a 90-second film on YouTube portraying Claude as an assistive tool encouraging users to "keep thinking" by engaging critically with challenges instead of passively accepting AI-generated answers. The campaign targets a broad audience, including those hesitant about AI, by emphasizing trust, safety, and a human-centered design. In an increasingly crowded AI market, this campaign strategically differentiates Claude through its focus on safety and thoughtful human integration. As the consumer AI sector grows rapidly, "Keep thinking" underscores the importance of branding in shaping public perception and promoting responsible adoption. Anthropic’s approach reflects a wider trend among AI companies to combine technological innovation with ethical transparency to build long-term trust amid concerns about AI’s societal, privacy, and employment impacts.

With "Keep thinking, " Anthropic conveys that AI should empower deeper human thought and problem-solving as a collaborative partner, contrasting with narratives of AI as a threatening autonomous force. The company envisions AI that aligns with human values and mutual progress. As the campaign expands across digital and possibly other media, its effect on public attitudes toward AI and competitive dynamics in the industry will be notable. It encourages consumers to see AI as an extension of their intellectual capabilities rather than a substitute. In summary, Anthropic’s "Keep thinking" marks a pivotal step, emphasizing the creation of safe, ethical, and cooperative AI. It reflects growing industry recognition that success depends not only on innovation but also on trust and thoughtful user engagement. Through this campaign, Anthropic seeks to establish a distinct identity for Claude in a market that increasingly prioritizes responsibility alongside capability.