San Francisco, September 20, 2025 – Anthropic, the artificial intelligence company behind the widely popular Claude assistant, has taken a bold step into the consumer spotlight with the launch of its first major brand campaign, “Keep Thinking.”
The campaign represents a strategic move for Anthropic, which until now has primarily targeted enterprise clients and developers. With “Keep Thinking,” the company aims to broaden Claude’s appeal to a global consumer audience, positioning it as an everyday AI companion that fosters curiosity, creativity, and critical thinking.
Shifting from Enterprise to Consumer Market
Since its debut, Claude has been regarded as one of the most advanced conversational AI systems, widely used in corporate settings for customer support, research, and productivity. By expanding into consumer markets, Anthropic is signaling its intent to compete more directly with household AI brands and embed itself in daily life beyond the workplace.
Campaign Vision and Messaging
The “Keep Thinking” initiative highlights AI not as a replacement for human intelligence, but as a partner that inspires people to question, learn, and innovate. Campaign visuals and messaging focus on empowering users—from students and professionals to creators and entrepreneurs—by demonstrating how Claude can enhance problem-solving and idea generation.
“We believe AI should encourage deeper thought, not just quicker answers,” said an Anthropic spokesperson. “Keep Thinking reflects our mission to create AI systems that are safe, aligned with human values, and ultimately make people more capable.”
Industry Implications
The move comes at a time when the AI market is becoming increasingly crowded, with players like OpenAI, Google DeepMind, and Meta vying for both enterprise contracts and consumer adoption. Anthropic’s brand push underscores the growing importance of consumer trust and recognition in determining AI market leadership.
Marketing experts suggest that by framing Claude as a thoughtful partner rather than a utility, Anthropic could capture a unique space in the competitive AI ecosystem. The brand narrative positions Claude as more than just a tool—rather, a catalyst for curiosity and innovation.
What’s Next
The “Keep Thinking” campaign will roll out across digital platforms, television, and experiential activations worldwide over the coming weeks. Early previews suggest immersive content highlighting real-world use cases, from education and research to creative arts and personal productivity.
As Anthropic steps onto the consumer stage, the success of this campaign could redefine not only Claude’s market position but also how the public perceives the role of AI in everyday thinking and decision-making.
