Anthropic sparked debate this week with a series of Super Bowl commercials that poke fun at advertising in AI chatbots. One ad opens with the word “BETRAYAL” before showing a man asking a chatbot—clearly modeled after ChatGPT—for advice on talking to his mother. The conversation abruptly veers into a fake ad for a cougar-dating site, underscoring Anthropic’s message that ads will not appear inside its own chatbot, Claude.

Another spot shows a young man seeking fitness advice, only to be served an ad for height-boosting insoles. The campaign follows OpenAI’s recent announcement that ads will be introduced to ChatGPT’s free tier, immediately drawing attention across the tech industry.