Anthropic, OpenAI rivalry spills into new Super Bowl ads as both fight to win over AI users

The two artificial intelligence startups behind rival chatbots ChatGPT and Claude are bracing for an existential showdown this year.

The fiercest competition between the two AI developers, along with bigger companies like Google, is a race to win over corporate leaders looking to adopt AI tools to boost workplace productivity. The rivalry is also spilling into other realms, including the Super Bowl.

Anthropic is airing a pair of TV commercials during Sunday’s game that ridicule OpenAI for the digital advertising it’s beginning to place on free and cheaper versions of ChatGPT. While Anthropic has centered its revenue model on selling Claude to other businesses, OpenAI has opened the doors to ads as a way of making money from the hundreds of millions of consumers who get ChatGPT for free.

Anthropic’s commercials humorously mock the dangers of manipulative chatbots — represented as real people speaking in a stilted and unnaturally effusive tone — that form a relationship with a user before trying to hawk a product. The commercials end with a written message — “Ads are coming to AI. But not to Claude.” — followed by the opening beat and lyrics of the Dr. Dre song “What’s the Difference.”

In a sign they struck a nerve, OpenAI CEO Sam Altman said in a social media post that he laughed at the “funny” ads but blasted them as dishonest and threw shade at his competitor’s smaller customer base.

“Anthropic serves an expensive product to rich people,” Altman wrote on X. He also boasted that more Texans “use ChatGPT for free” than all the people in the United States who use Claude.