First there was the Pepsi war, then there was the PC vs. Apple war, and now the AI ​​war has begun.

The growing competition among the world’s leading artificial intelligence companies moved from Silicon Valley boardrooms to television screens on Sunday.

Artificial intelligence startup Anthropic succeeds Super Bowl LX The launch of a high-stakes advertising campaign for the first time directly hits its main competitor OpenAI. The ads reportedly cost millions to air during Seattle Seahawks and New England Patriots games, mocking OpenAI’s recent decision to introduce ads into its popular chatbot, Chat GPT.

one 30 seconds spoOne of the young men asked a muscular bystander for exercise advice. The onlooker responded in a stiff, robotic tone, then suddenly pivoted to promoting insoles that would help “little kings stand up.” The ad ends with the poignant tagline: “Ads will appear on AI, but not on Cloud.”

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Advertisement for Anthropic’s artificial intelligence model Claude. (Anthropic)

Anthropic is a San Francisco-based company founded by former OpenAI executives that positions itself as a more principled alternative to the Microsoft-backed giant. In a blog post accompanying the campaign, Anthropic said its AI model Claude will “remain ad-free.”

“There are many places to advertise. A conversation with Claude is not one of them,” blog post read. “Claude will remain ad-free. Our users will not see ‘sponsored’ links next to conversations with Cloud; nor will Cloud’s responses be influenced by advertisers or contain third-party product placements that our users did not request.”

Anthropic declined to provide further comment.

OpenAI CEO Sam Altman responded to the ads on X, calling them “clearly dishonest” and accusing Anthropic of “double talk.”

“But I wonder why Anthropic would do something so obviously dishonest,” he wrote. “I wanted to use deceptive advertising to criticize the theory that deceptive advertising is untrue, but the Super Bowl ad was not what I expected.”

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OpenAI CEO Sam Altman issued a forceful response to Anthropic’s ad, calling it “clearly dishonest.” (Gabby Jones/Bloomberg via Getty Images)

Altman defended the decision to test ads on ChatGPT’s “Free” and “Go” tiers as necessary to maintain broad accessibility. He compared OpenAI’s scale to Anthropic’s, noting that “more Texans are using ChatGPT for free than all Americans are using Claude.”

“Anthropic makes expensive products for wealthy people,” Altman added. “We also feel strongly that we need to bring AI to the billions of people who can’t afford a subscription.”

Ultraman also responded to the advert TBPN Podcast (Tech Bros Podcast) Hosted by hosts John Coogan and Jody Hayes. He said his company is not “stupid” and that it respects OpenAI users.

“We’re not stupid,” Altman told the host. “We respect our users and understand that if we did the things described in these ads, people would rightfully stop using our products.”

The company said ads will not influence answers and advertisers will not have access to users’ conversations. According to OpenAI, ads will be marked at the bottom of the screen.

OpenAI did not immediately respond to a request for comment.

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OpenAI CEO Sam Altman speaks at the Federal Reserve’s Comprehensive Review of Large Bank Capital Framework in Washington, DC, July 22, 2025. (Ken Cedeno/Reuters)

TBPN hosts have become influential voices in the Silicon Valley ecosystem, offering alternative perspectives on the escalating conflict.

“It’s very smart. But it’s very dirty,” Hayes explainadding that “the gloves have been taken off” between the two companies.

Coogan described the ads as “fake news” but noted that they represent a significant shift in how the companies view each other.

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OpenAI also made an appearance at the big game, using air time to promote its software coding tool Codex in an effort to maintain its dominant market position amid fierce competition. “Code Red” Competitive Environment.

The battle for artificial intelligence is no longer just about who has the smartest model, but who can win over the biggest TV viewers of the year.