Anthropic’s Claude Is Williams F1’s ‘Thinking Partner’ as AI Brands Race Into Sports

“Keep Thinking,” also created by Mother, represented the AI company’s first entry into paid advertising, with a multimillion-dollar media investment.

In October, Anthropic hosted a weeklong pop-up in New York City that positioned it as a counterweight to the flood of low-quality AI-generated content on the internet. The event drew more than 5,000 people and generated over 10 million impressions on social media.

Anthropic joins a wave of AI companies, including OpenAI and Perplexity, that have been investing more heavily in traditional brand building to differentiate themselves in a competitive and growing sector. 

As part of this, other AI businesses are also increasing their presence in sports. Last year, OpenAI partnered with Chip Ganassi Racing, and Perplexity teamed up with Formula 1 champion Lewis Hamilton. Google Gemini signed a three-year deal with the Indian Premier League earlier this month.