Podcaster and filmmaker Louis Theroux faced criticism from listeners after reading a Claude AI advertisement on his podcast, The Louis Theroux Podcast, with users commenting their disappointment. On her podcast Fashion Neurosis, host Bella Freud promoted Claude to her majority female audience as a “thinking partner…that helps you dig deeper into the questions that fascinate you.” Movie production company A24 announced a multi-year partnership with Google DeepMind on a $75 million AI research deal to build filmmaking tools like AI-generated storyboards. AI companies are intentional in their marketing, with Microsoft and Google reportedly paying creators for sponsored AI content between $400,000 and $600,000, according to a report by CNBC. Anthropic and Meta AI spent over $1 billion on digital ads in the U.S. in 2025, a 126% increase from 2024, while Anthropic is valued at $965 billion. OpenAI took about 30 content creators on a brand trip to Wildflower Farm, a luxury nature resort in upstate New York, calling it “Summer Camp.” Fearmongering is another tactic, with OpenAI CEO Sam Altman declaring “AI won’t replace humans, but humans who use AI will replace those who don’t.” Podcaster Mel Robbins has suggested women who do not use AI suffer from the possibility of being left behind professionally.