OpenAI executives criticize Anthropic’s Super Bowl ads over AI advertising debate

Background of the Conflict

On a Wednesday, OpenAI chief executive Sam Altman and chief marketing officer Kate Rouch took to X to voice criticism of Anthropic’s new advertising campaign. Anthropic, a rival AI laboratory, unveiled four television commercials that will run during the Super Bowl. The ads, which form a series called “A Time and a Place,” each open with a single word—“Betrayal,” “Violation,” “Deception,” and “Treachery”—and portray situations in which a user seeks personal advice from a chatbot only to be redirected toward a product pitch.

Anthropic’s Super Bowl Spots

The commercials depict a man asking a therapist‑style chatbot for help communicating with his mother, only for the bot to pivot to promoting a fictional cougar‑dating site called Golden Encounters. In another spot, a skinny man looking for fitness tips is served an ad for height‑boosting insoles. Each ad concludes with the line, “Ads are coming to AI. But not to Claude.” Anthropic plans to air a 30‑second version during the Super Bowl, with a longer 60‑second cut shown in the pre‑game broadcast.

OpenAI’s Response

Altman labeled the Anthropic ads “clearly dishonest,” accusing the company of being “authoritarian” and of serving an expensive product to rich people. Rouch added, “Real betrayal isn’t ads. It’s control.” The OpenAI executives argued that the commercials are misleading because OpenAI’s own testing of ads in ChatGPT would place them in a banner at the bottom of the answer, clearly labeled, and would not alter the chatbot’s responses.

Differences in Monetization Strategies

OpenAI’s blog post on its ad plans explains that the company intends to test ads at the bottom of answers when there is a relevant sponsored product or service based on the current conversation. This approach emphasizes conversation‑specific, clearly labeled advertisements. In contrast, Anthropic has not yet adopted advertising as a revenue stream. The company relies on enterprise contracts and paid subscriptions, avoiding the large infrastructure commitments that OpenAI has taken on.

Financial Context

The tension over ads occurs against a backdrop of substantial financial commitments. OpenAI struck more than $1.4 trillion in infrastructure deals in 2025 and expects to burn roughly $9 billion this year while generating about $13 billion in revenue. Only about 5 percent of ChatGPT’s 800 million weekly users pay for subscriptions. Anthropic, while not yet profitable, continues to focus on enterprise and subscription revenue rather than advertising.

Implications for the AI Industry

The public dispute underscores differing philosophies on how to monetize AI services. OpenAI’s testing of banner ads reflects a move toward integrating advertising directly into user interactions, whereas Anthropic’s campaign seeks to position its chatbot as ad‑free, highlighting a potential competitive advantage for users who prefer an uninterrupted experience. The clash also illustrates how marketing tactics, such as high‑profile Super Bowl placements, can intensify strategic disagreements between leading AI firms.