For the first time, Anthropic has focused its latest brand campaign, ‘Keep thinking,’ on promoting its AI assistant Claude, brought to life via creative agency Mother and Initiative handling media planning and buying. Out-of-home ads will spotlight real users, ranging from Anthropic’s own researchers to the team behind the Poetry Camera, built with Claude. The platform positions Claude as a problem-solving companion, rather than technology that does your thinking for you. Founded by seven former OpenAI researchers, Anthropic has positioned itself as a company building a powerful AI product that will also be safe for humanity. Anthropic has said that people who identify as problem solvers are drawn to the product to tackle complex work like coding, research and strategic thinking.