"In the race to build brands around AI assistants, the stakes are higher than empathy. This week's debut brand marketing campaigns from OpenAI and Anthropic made that clear, and in retrospect, cast Perplexity's earlier campaign in a sharper light. These aren't brands trying to be relatable. They're trying to normalize a seismic shift in human-machine interaction. As Neil Barrie, co-founder and global CEO of TwentyFirstCenturyBrand, put it: "All of them are building brands around weapons grade power.""
"So far, that power has been wrapped in what amounts to high-gloss product demos - slick, scripted and carefully designed to make the unfamiliar feel familiar. But that's where the overlap ends. Each AI company has taken a distinct approach to how it wants to market around agents, shaped by its own worldview and ambitions. OpenAI isn't settling disruption - it's selling reassurance."
Brand campaigns from leading AI companies seek to normalize powerful AI assistants and shift public expectations of human-machine interaction. Marketing uses polished product demos that make unfamiliar capabilities feel familiar while revealing divergent strategic goals. OpenAI's campaign centers user empowerment with short films that show ChatGPT offering gentle, practical help. Anthropic emphasizes human ingenuity, positioning Claude as a quiet support for problem-solvers. Perplexity pursued an earlier, sharper stance. Overall, the marketing aims to wrap extensive AI capabilities in approachable narratives and reassure users even as companies build toward transformative technology.
Read at Digiday
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