Sam Altman states that OpenAI's first principle for advertising is to avoid putting ads directly into the LLM's conversational stream. He calls the scenario depicted in Anthropic's ads a 'crazy dystopic, bad sci-fi movie,' suggesting ads will be adjacent to the user experience, not manipulative content within it.

Sam Altman counters Anthropic's ads by reframing the debate. He positions OpenAI as a champion for broad, free access for the masses ("billions of people who can't pay"), while painting Anthropic as an elitist service for the wealthy ("serves an expensive product to rich people"), shifting the narrative from ad ethics to accessibility.

When you're the market leader, the strongest response to a competitor's jab is indifference, like Don Draper's "I don't think about you at all." OpenAI's lengthy, serious rebuttal to Anthropic's ad amplified the attack and made them look defensive, which is the opposite of how a dominant player should behave.

By dropping critical ads just before the Super Bowl and OpenAI's planned ad launch, Anthropic made it impossible for OpenAI to craft and run a response ad in time. This maximized the unchallenged impact of their campaign by muddying the waters at a critical moment.

A smaller competitor can attack the market leader without naming them. Everyone assumes the criticism targets the dominant player, allowing the challenger to land hits on the category as a whole, which disproportionately harms the leader. This is a powerful metaphor for challenger marketing.

By framing its competitor's potential ads as a "betrayal," Anthropic's Super Bowl campaign reinforced the public's negative perception of AI as another manipulative tech scheme. This damaged the industry's overall reputation in a country already highly skeptical of the technology, turning the attack into friendly fire.

To prevent audience pushback against AI-generated ads, frame them as over-the-top, comedy-first productions similar to Super Bowl commercials. When people are laughing at the absurdity, they are less likely to criticize the technology or worry about its impact on creative jobs.

Anthropic's campaign risks poisoning the well for all consumer AI assistants by stoking fear about ad integration. This high-risk strategy accepts potential damage to its own brand and the category in order to inflict greater harm on the market leader, OpenAI.

Anthropic's ads imply OpenAI's upcoming ad integration will compromise AI responses with biased, low-quality suggestions. This is a "dirty" but effective tactic, creating fear and doubt about a competitor's product by attacking the category leader without naming them.