Anthropic, the startup behind Claude, took aim at rival OpenAI in its first Super Bowl ad, showing how its AI chatbot can help personalize responses to queries without being a billboard for ads. The Super Bowl LX campaign, “Keep thinking,” mocks product placements, arguing that AI should be a "thinking partner" rather than a tool for "sponsored answers." In a blog post published Wednesday, the company wrote that “an advertising-based business model would introduce incentives that could work against this principle,” citing Claude’s Constitution. Anthropic expressed interest in “agentic commerce,” where Claude acts on a user’s behalf to handle a purchase or booking end to end, and will continue to build features for users to find, compare, or buy products. The company put out a call today on LinkedIn for a search engine optimization expert to lead its marketing team, focused on organic strategy across Anthropic and Claude properties. The role aims to ensure claude.ai, its Developer Documentation, and marketing pages are easily discovered on traditional search engines like Google Search and Microsoft Bing. The SEO lead will also optimize web properties for AI agentic agents like OpenAI’s Operator and Google's Mariner. Anthropic considers MCP a new form of technical SEO, shifting focus from optimizing for human clicks to optimizing data for AI agent "handshakes," using a similar standardized JSON format.