A World Cup commercial for AI company Anthropic's chatbot Claude drew sharp criticism from viewers during Saturday's World Cup quarterfinal between Argentina and Switzerland, which Argentina won 3-1. The ad featured a rapid succession of images, cutting between black screens and shots of people, factory settings, crowds and doctors, layered with voiceover questions including "Can AI be trusted?", "Who's going to hit the brakes if we need to?", and "If it ends up taking like almost all the jobs, then what does it mean to work?" The ad shifted tone midway, posing questions like "Could AI help people stop feeling misunderstood?" and "Can AI help me be a better teacher, a better mom?" before closing with "There's hope in the hard questions. Keep thinking." The heavier philosophical framing did not sit well with viewers, with one fan writing on social media, "That was the worst commercial I have ever seen," and another saying, "The Claude ads that run during the FIFA World Cup make me want to explode."