Anthropic’s “Keep Thinking” is a multimillion-dollar campaign positioning Claude as a responsible, thinking partner—not a replacement. What it means for AI’s future.
Anthropic’s First Major Brand Campaign: “Keep Thinking”
Introduction
In an era when artificial intelligence (AI) dominates headlines—and boardroom conversations—Anthropic has launched something new: a sweeping, intentional statement in the marketplace. Dubbed “Keep Thinking,” this is Anthropic’s first major brand campaign aimed at repositioning its flagship product, Claude, as not just another AI tool, but as a partner in reasoning, creativity, and problem solving.
In this article, we explore:
- what the “Keep Thinking” campaign is, how it was developed, and where it’s being deployed;
- what it signals about Anthropic’s strategy vs. competitors;
- how it addresses public concerns about AI;
- what it offers to various stakeholders—enterprises, researchers, policymakers, everyday users;
- potential challenges and what to watch for;
- and finally, what this tells us about the future trajectory of AI branding and trust.
What is “Keep Thinking”?
“Keep Thinking” is the name of Anthropic’s first large-scale, paid brand campaign promoting Claude, the AI assistant developed by Anthropic. Adweek+2More About Advertising+2
Key Features of the Campaign
- Creative Agency & Media Partners: The campaign was developed in collaboration with creative agency Mother, while the media plan is handled by Initiative. Adweek+1
- Message & Positioning: Claude is framed as a “thinking partner,” rather than a shortcut or replacement for human thought. The messaging emphasizes that although the world faces many challenges (“there’s never been a worse time…”), there’s also “never been a better time to have a problem.” The idea: AI should aid critical thinking, not usurp it. Adweek+2More About Advertising+2
- Creative Tactics:
- A 90-second film: captures human challenges and positions Claude as helping to address them. Adweek+1
- Out-of-home ads: large-format placements featuring real users (e.g. Anthropic researchers, creators behind Poetry Camera) in major U.S. cities. Adweek+1
- Print media: The New York Times, Wall Street Journal. B&T+1
- Streaming & Broadcast: Live sports, streaming services like Hulu, Netflix. B&T+2Adweek+2
- Podcasts & Influencers: Partnerships to align with voices that naturally fit the ethos. Adweek+1
- Budget & Scale: It is a multimillion-dollar investment, and the campaign is global (US/UK and beyond) with multiple media channels engaged. Adweek+1
Why “Keep Thinking”
The slogan “Keep Thinking” does more than encourage reflection—it aims to signal:
- responsibility in AI design and deployment;
- a balance between power and safety;
- that human cognition remains central; and
- that AI complements rather than replaces human insight.
As Andrew Stirk, Anthropic’s head of brand marketing, puts it: it’s both a rallying cry and a promise. Adweek+1
Strategic Context: Why Now
To understand the significance of “Keep Thinking,” we need to consider where Anthropic fits in the AI ecosystem today, and what pressures, opportunities, and risks it faces.
Competitive Landscape
Anthropic is one of several high-profile players in generative AI. Key rivals include:
- OpenAI, with ChatGPT and their public/consumer reach, plus high-visibility ads (e.g. their Super Bowl commercial). Adweek
- Other LLM / assistant providers (Perplexity, etc.). Adweek
These players are racing not just on model capabilities but on trust, safety, ethics, and public perception.
Market Shifts & User Needs
- Businesses and consumers are increasingly concerned about responsible AI: safety, bias, transparency, trust.
- There’s growing demand for tools that don’t just automate or generate but augment understanding, reasoning, and meaning.
- Regulatory and societal pressures are mounting: policy makers are scrutinizing AI’s implications on privacy, misinformation, job displacement, fairness.
In that environment, a brand campaign that underscores “thinking” and human-centred values is well timed.
Anthropic’s Position
- Founded by former OpenAI researchers, focused on safety and “constitutional AI.” Wikipedia
- Has built credibility in research and enterprise use. But awareness among everyday users still lags behind some competitors.
“Keep Thinking” appears aimed at bridging that gap: bringing Claude into broader public awareness, while emphasizing what differentiates it: its safety, its support for human decision-making.
Campaign Elements & Execution
Let’s break down what the campaign is doing, in concrete terms.
| Channel | Objectives / Use Case | What Anthropic is Doing |
|---|---|---|
| Television / Live Sports | Reach large, broad audiences; build emotional connection; high visibility | Airing 90-second film during sports broadcasts and premium shows. Adweek+1 |
| Streaming (Netflix, Hulu, etc.) | Reach cord-cutters; younger/hybrid media consumers | Same ad content adapted; leveraging platform targeting. B&T+1 |
| Print (NYT, WSJ) | Credibility and gravitas; appeal to business, policy, enterprise decision makers | Full-page or prominent feature placements. Adweek+1 |
| Out-of-home (OOH) / Billboards | Repeated exposure in key geographies; reinforce messaging visually in public spaces | Images of real users, in multiple cities. Adweek+1 |
| Podcasts / Influencers | Reach niche but influential thought leaders; build word-of-mouth; contextually align trust | Selecting those aligned with problem-solving / ethical tech narratives. Adweek+1 |
Creative Choices
- The film starts darker / acknowledges problems, then shifts toward possibility. This “problem → solution” narrative is designed to resonate emotionally. Adweek
- Use of real people: featuring researchers, creators (e.g. Poetry Camera team) rather than purely actors. This adds authenticity. Adweek+1
- Visuals and audio, tone: It doesn’t seek to dazzle with hype, but rather with grounded hope and intellectual engagement.
What It Signals (for Stakeholders)
To various groups, “Keep Thinking” carries different messages. Here’s what it likely means for each:
| Stakeholder | What They Gain / What They Learn |
|---|---|
| Business Leaders / Enterprises | A signal that Claude is being positioned not just as a cutting-edge AI tool, but as one that values safety and responsible design. They may see this as a lower risk option. Also, visibility in mainstream media signals that Anthropic is scaling up with ambition. |
| Marketers / Branding Professionals | This campaign is a case study: positioning vs. commoditization; tone of voice in AI branding; how to balance hype with responsibility. It shows the value of aligning brand message with societal expectation. |
| AI Researchers / Developers | A reminder that public perception, ethics, transparency still matter and are becoming central features, not afterthoughts. This is a brand doing more than just pushing model performance. |
| Investors | Signals strong brand investment, confidence in scaling, willingness to spend big to differentiate. Also risk: branding costs are high; expectations are now higher. Investors will watch metrics: user growth, retention, sentiment. |
| Policymakers / Public Sector | Anthropic is putting its stake in the ground: AI should assist, not substitute; safety, thinking, human oversight. That could make Anthropic a more credible interlocutor in regulation. |
| Everyday Tech Users | The campaign aims to dispel fears: that AI is a black box replacing people. Instead redressing the value that human judgment, creativity, critical thinking still matter—and AI can help. |
Comparing with Other AI Brand Moves
To understand what makes “Keep Thinking” notable, we compare it with what others have done recently.
- OpenAI: Their more public-visible consumer push (e.g. Super Bowl ads) tends to emphasize what the model can do, performance, creativity, tools. But “Keep Thinking” pivots more to why and how: not just output, but process, partnership, values. Adweek+1
- Apple’s “Crush” ad (referenced in media critiques): Critics said that ad portrayed creativity tools being crushed into an iPad—many felt it sent a message that tools subsume creativity, rather than enable it. Anthropic’s campaign seems purpose-built to contradict that kind of message: tools should amplify human thinking, not compress it. Axios+1
- Brands in adjacent spaces (cloud, enterprise software) have typically focused on features: speed, capacity, security. Anthropic’s messaging is more philosophical—responsibility, thinking, ethics—which may help differentiate more deeply.
Potential Risks & Challenges
Of course, launching a brand campaign with high stakes opens up multiple challenges.
- Expectation vs. Reality: If customers expect Claude to deliver in high responsibility, safety, performance, any misstep (bugs, biased outputs, hallucinations, misuse) may erode trust faster because the promise is moral as well as functional.
- Public Skepticism / AI Fatigue: Many people are wary of AI hype. Terms like “thinking partner” might be dismissed if perceived as marketing fluff. The campaign needs to follow through with measurable improvements, transparency.
- Regulatory Scrutiny: As Anthropic positions itself as more ethical, it may attract more regulatory attention. Claims about safety, responsibility, etc., likely to be scrutinized. Potential for legal or policy backlash if those claims are seen as insufficient or misleading.
- Competitor Responses: Other AI firms are not standing still. They may respond with their own strongly safety-centered campaigns, or they may highlight where Claude is weaker. Anthropic’s campaign invites comparison.
- Costs and ROI: A multimillion-dollar media spend across big channels is expensive. Measuring ROI (brand lift, user acquisition, conversion, retention) will have to be very robust to justify ongoing investment.
- Global vs Local Messaging: Since the campaign is also global, different audiences may interpret messages differently. What appeals in the U.S. might be less effective elsewhere, or may trigger different ethical expectations.
Early Signals & What to Watch
While the campaign is very new, there are early indicators and metrics to monitor to see if it succeeds.
- Brand Awareness & Sentiment: Pre- and post-campaign surveys to see whether recognition of Claude/Aanthropic rises, whether sentiment (trust, safety, human-centricity) improves.
- User Growth (both enterprise & consumer): Are new consumer users coming aboard? Are enterprise customers using Claude more frequently? Retention.
- Engagement with Campaign Content: View counts of the film, reach of OOH ads, interaction with influencer partners, podcast mentions.
- Media Coverage & Narrative Control: Does media report the campaign positively (e.g. as responsible AI branding) or skeptically? Are critics accusing it of overpromising?
- Regulatory / Policy Feedback: Are policy makers, safety research bodies, or civil society responding (positively or critically)? Any public record of debates/concerns triggered by campaign claims.
- Differentiation from Competitors: Do users and the press perceive Claude differently vs OpenAI, etc., after the campaign?
Implications for the Future
The “Keep Thinking” campaign is more than a marketing move—it may mark a shift in how AI providers need to present themselves in order to succeed in the long run.
- Trust & Values as Core Assets: Brand trust, ethical claims, human-centric messaging are becoming as important as raw performance. Firms that ignore that risk losing out.
- Transparency & Human-AI Partnership: Messaging that reveals process (how decisions are made, how reasoning is aided), rather than just showcasing output, may become more persuasive and expected.
- Narrative Control Matters: In an environment where AI misuses, hallucinations, ethical lapses get amplified, how AI firms tell their story matters. Being reactive will no longer suffice; proactive, value-driven narratives are powerful.
- Hybrid Communications Mix Is Key: Mass media (TV, OOH) + digital + influencer/podcast + print gives both reach and depth. AI firms need multi-channel strategies to build both awareness and credibility among different audience segments.
- Regulation & Ethics as Co-drivers of Innovation: As governments and societies expect responsible AI, firms that embed safety, fairness, transparency are more likely to avoid backlash, and may benefit from policy support.
- Brand Differentiation in AI Will Get Tougher: More players will try to differentiate not just with features, but with values. Standing out will require real substance behind the messaging.
What It Means for You
Depending on who you are in the AI ecosystem, here’s how to interpret “Keep Thinking” and perhaps act on it.
- Business Leaders / Enterprise Buyers: Evaluate Claude not just for feature specs, but for how well Anthropic follows through on safety, transparency, human-centered design. Ask for examples, benchmarks. Use this as a comparative lens when choosing among AI providers.
- Marketers / Brand Strategists: Learn from this campaign: strong positioning, emotional arc (problem → opportunity), authenticity of representation. If you’re working in AI or tech, think beyond features; how does your product align with values your audience cares about?
- AI Researchers / Developers: Recognize that model improvements, safety measures, transparency will likely play a larger role in product stories and adoption. Be involved in or attentive to how your work interacts with public perception.
- Investors: Look for signs of strong execution: Is Anthropic able to convert this brand investment into user growth, retention, lower churn, higher enterprise adoption? Monitor whether its safety and ethics claims yield real product differentiation.
- Policy Makers: Brands like this can be part of the solution in shaping public norms around AI. You can engage with firms making strong ethical commitments; encourage accountability, clarity in claims and public reports; ensure oversight.
- Everyday Tech Users: Use this campaign as a reason to ask questions: what does “responsible AI” really mean in day-to-day use? Look at privacy, biases, transparency, whether the tool allows you to understand how conclusions are reached.
Metrics & KPIs for Evaluating Success
To judge whether “Keep Thinking” achieves its intent, some of the KPIs and metrics likely to matter:
| Category | Metric Examples |
|---|---|
| Awareness | Brand mention volume; unaided/aided awareness surveys; reach and frequency of media placements. |
| Sentiment & Trust | Net Promoter Score (NPS); trust ratings; user reviews; social media sentiment analysis. |
| Ad Recall & Message Clarity | Surveys asking: what ad did you see? What message did you take away (thinking partner? responsible AI?) |
| Conversion / Usage Metrics | User sign-ups; enterprise contracts; frequency and depth of usage; retention. |
| Cost Efficiency | Cost per acquisition; cost per impression/reach; return on ad spend (if feasible). |
| Regulatory / Media Feedback | Number and tone of media articles; policy or regulatory scrutiny; external audits or criticism. |
Critical Reflections
It’s not just about the campaign’s promise—it’s about how it matches with reality. Some critical considerations:
- Accountability and transparency will be judged harshly. Anthropic must show how Claude’s “thinking partner” mode works in practice—how users see reasoning, what guardrails exist. If Claude fails on bias or safety fronts, critics will point to this campaign, possibly as marketing overpromise.
- The middle ground between hype and humility is tight. Overstating capabilities or glossing over limits will damage credibility. Being transparent about what Claude cannot yet do might build trust.
- Messaging like “never been a better time to have a problem” is emotionally compelling but also sets high expectations: that Claude will help with big systemic issues (health, education, etc.). Delivering results in these domains is harder—and slower—than advertising suggests.
- Different audiences have different fears: job displacement, privacy, misinformation. The campaign focuses on opportunity, thinking, but must not ignore concerns. Follow-through in product policy, user controls, data/privacy should align with messaging.
Conclusion & Look Ahead
Anthropic’s “Keep Thinking” campaign is a bold and strategic move. It marks a transition: from a largely enterprise- and research-focused AI player to a brand that wants to connect with a broader public while anchoring itself in responsibility, safety, and human creativity.
If executed well, it could shift public perception of Claude, distinguishing it from AI tools that promise automation or power but neglect human values. It might also push competitors to adopt higher standards of transparency and ethical messaging.
But success will depend on more than clever slogans or high-quality media buys. It will be judged by:
- how Anthropic delivers on the promise of “thinking partner,”
- how it handles safety, fairness, bias, privacy, accountability,
- whether it maintains credibility even when AI fails or falls short,
- whether users feel empowered—not overridden—by the technology.
For business leaders, investors, policy makers, researchers, and users alike, “Keep Thinking” is an invitation: to demand more from AI, to insist that human creativity, critical thought, ethics are part of the foundation—not afterthoughts.