Claude’s target audience is “problem solvers,” such as developers, researchers, and business owners. Anthropic’s own research found that Claude.ai and Claude API are primarily used for work-related tasks including coding, research, and education. The company said it has over 300,000 business customers, up from fewer than 1,000 two years ago.

“‘Keep thinking’ is intended as both a rallying cry and a promise: to the industry, that we must build AI responsibly; to problem solvers everywhere, that what once seemed impossible is now within reach,” Andrew Stirk, head of brand marketing at Anthropic, said in a statement. “Claude is for those who see AI not as a shortcut, but as a thinking partner to take on their most meaningful challenges.”

Mother won Anthropic’s creative business earlier this year. The agency used Claude in the development of the ad by researching usage scenarios, a Mother spokesperson said. 

“The film acknowledges our problem-filled present but reframes AI as the solution rather than another threat,” Felix Richter, Mother’s global chief creative officer, said in a statement.