Liz Gorny’s opinion piece explores how Anthropic and OpenAI are using major advertising campaigns to position their chatbots, Claude and ChatGPT, as culturally resonant brands akin to Apple. The article compares the creative strategies behind the campaigns by Mother and Isle of Any, highlighting their emotional storytelling, human-centred tone, and visual warmth. It also discusses the broader race among AI companies to balance speed, trust, and cultural connection in their branding.
