Editorial illustration for Anthropic's Super Bowl LX ad omits OpenAI, ChatGPT references in AI‑focused spot
OpenAI Returns to Super Bowl with Bold AI Ad Pitch
Anthropic's Super Bowl LX ad omits OpenAI, ChatGPT references in AI‑focused spot
The Super Bowl has become a proving ground for AI firms eager to showcase their latest models to a massive audience. This year, dozens of companies rolled out glossy, tech‑heavy spots, each hoping to claim a slice of the cultural conversation. While many of the ads leaned heavily on brand‑recognizable names, one newcomer kept its messaging deliberately vague.
The startup, which emerged in 2021 after a group of former OpenAI researchers split over safety concerns, opted not to name its former employer or its flagship chatbot in the broadcast. That decision stands out especially now that OpenAI disclosed in January it will soon begin testing its own advertisements. The contrast raises questions about branding strategy, competitive positioning, and how much the industry wants—or fears—public association with the most well‑known AI name.
Anthropic, founded in 2021 by ex‑OpenAI research executives who reportedly left over differences in opinions on AI safety and mission, doesn't mention OpenAI or ChatGPT by name in its Super Bowl Sunday ad campaign. But in contrast to OpenAI's January news that it would soon start testing ads, Anthro...
Anthropic, founded in 2021 by ex-OpenAI research executives who reportedly left over differences in opinions on AI safety and mission, doesn't mention OpenAI or ChatGPT by name in its Super Bowl Sunday ad campaign. But in contrast to OpenAI's January news that it would soon start testing ads, Anthropic says, "Our users won't see 'sponsored' links adjacent to their conversations with Claude; nor will Claude's responses be influenced by advertisers or include third-party product placements our users did not ask for." Read Article >- Anthropic's first Super Bowl ad dunks on ChatGPT. But not to Claude," is a clear shot at OpenAI's decision to bring ads to ChatGPT without mentioning it by name.
There are four commercials in the campaign, with one trimmed to thirty-seconds to air during the Super Bowl at a cost of around $8 million. - Don't expect any Kalshi or Polymarket ads during the Super Bowl. The NFL has added prediction markets to its list of "prohibited categories" for commercials in Super Bowl LX.
Anthropic's Super Bowl spot sidesteps any direct reference to OpenAI or ChatGPT, even though the company was founded by former OpenAI researchers who left over safety and mission disagreements. The ad instead delivers jabs at unnamed competitors, positioning Anthropic's platform as distinct without naming names. It avoids naming rivals.
This contrasts with OpenAI's January announcement that it will soon begin testing ads of its own. Last year's game featured a Google Gemini commercial that missed a Gouda cheese fact, reminding viewers that AI‑generated messaging can still stumble. Whether Anthropic's omission will resonate with viewers or simply fly under the radar remains unclear.
The broader trend of AI‑focused ads during the game suggests marketers are betting on the technology's novelty, yet the effectiveness of such placements has yet to be measured. As the Seahawks meet the Patriots, the commercial break may become a testing ground for AI branding strategies, but the impact on consumer trust is still an open question.
Further Reading
- Anthropic pledges ad-free Claude, with a Super Bowl shot at ChatGPT - Axios
- Papers with Code - Latest NLP Research - Papers with Code
- Hugging Face Daily Papers - Hugging Face
- ArXiv CS.CL (Computation and Language) - ArXiv
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Common Questions Answered
How much are AI companies spending on Super Bowl advertising in 2025?
AI companies increased U.S. TV advertising spending to $333.6 million in 2025, representing a 43% jump from the previous year. [blockonomi.com](https://blockonomi.com/openai-secures-second-super-bowl-ad-slot-as-ai-market-competition-intensifies/) reports that five major tech companies including OpenAI, Google, and Anthropic are investing heavily in television commercials to promote their AI technologies.
What did Google DeepMind CEO Demis Hassabis say about OpenAI's approach to advertising?
Hassabis expressed surprise that OpenAI was rushing to introduce ads in ChatGPT, stating he was 'a little bit surprised they've moved so early into that'. [techcrunch.com](https://techcrunch.com/2026/01/22/google-deepmind-ceo-is-surprised-openai-is-rushing-forward-with-ads-in-chatgpt/) quotes him as acknowledging that while ads have historically funded the consumer internet, there are questions about how ads fit into an AI assistant model.
How many weekly active users does ChatGPT currently have?
According to [blockonomi.com](https://blockonomi.com/openai-secures-second-super-bowl-ad-slot-as-ai-market-competition-intensifies/), ChatGPT currently serves over 800 million weekly users worldwide. The platform is facing increasing competition from rival AI services like Google's Gemini and Anthropic's Claude.