{"id":23495,"date":"2026-04-13T09:00:40","date_gmt":"2026-04-13T00:00:40","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23495"},"modified":"2026-04-13T18:32:16","modified_gmt":"2026-04-13T09:32:16","slug":"amorepacific-gpt-vs-claude-the-hottest-battle-in-ai-who-will-come-out-on-top","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-gpt-vs-claude-the-hottest-battle-in-ai-who-will-come-out-on-top\/","title":{"rendered":"GPT vs. Claude! The Hottest Battle in AI \u2014 Who Will Come Out on Top?"},"content":{"rendered":"
\n\t\t\t\n\t\n\t\n\t\t

\n\t\t\tThis is post 1 of 1 in the series “Staff Column(AI)”<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t<\/div>\n

\n
\n

\u00a0<\/p>\n<\/div>\n

\n
\n

Columnist\u00a0O+O<\/strong><\/p>\n<\/div>\n

<\/div>\n<\/div>\n<\/div>\n
\n
\n
\n
\n

Editor’s note<\/p>\n<\/div>\n<\/div>\n


<\/p>\n

\n
\n

Every morning, we wake up to a digital world that has changed overnight.
\nCompanies everywhere are experimenting with everything digital (content, commerce, customer experience, AI) and weaving it all into their marketing to create something truly special for their customers.
\nSometimes with curiosity, sometimes with a sharper eye: through this column, I\u2019d like to explore the digital trends making headlines right now, examine them from multiple angles, and share some insights along the way.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n
\n
\n

#INTRO<\/p>\n<\/div>\n<\/div>\n


<\/p>\n

\n
\n

Have you seen the ad from the recent Super Bowl, America\u2019s biggest sporting spectacle, that generated just as much buzz as the game itself? Anthropic, the company behind Claude, made waves with a series of ads that openly took aim at OpenAI and its GPT \u2014 a campaign some might call a straight-up takedown. Reportedly, Anthropic poured close to 10 billion won into the campaign. So what message were they trying to send? Today, let\u2019s use those ads as a lens to examine the biggest talking points in the AI market right now, and what to keep an eye on going forward.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n
<\/div>\n

[GPT vs. Claude \u2014 Image generated by AI]<\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n

GPT Is Getting Ads? Not Our Claude.<\/span><\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

\n
\n

The battle kicks off with OpenAI\u2019s announcement that it would introduce advertising. In January 2026, OpenAI announced plans to test ads within GPT for free and low-tier users in the United States. Premium subscribers would be spared, but free users would start seeing ads, essentially the same model as YouTube Premium. From a business standpoint, monetizing a service with staggering operating costs is only natural, but given how deeply embedded AI has become in daily life, the announcement sparked considerable controversy. As AI dependency and influence continue to grow at breakneck speed, introducing advertising inevitably raises serious questions about the reliability of the information AI provides.<\/p>\n

In the wake of that announcement, Anthropic decided to double down on Claude\u2019s trustworthiness as an ad-free AI service and highlight what sets it apart. Being the challenger, not the market leader, they went for an approach designed to turn heads and go viral \u2014 what you might call a pointed dig(?) at a named competitor. The idea was to show users, through dramatized conversations with a GPT-like AI (one now complete with ads), the kinds of baffling situations they might find themselves in. Claude, the ads implied, would never put you in that position.<\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n

Could I Get a Six-Pack? Absolutely, You Can! But About \u2018Height-Boosting Insoles\u2019… (??)<\/span><\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

\n
\n

Claude released a series of ads, each depicting a different situation where a user turns to GPT for help. In the first, a young man doing pull-ups on a bar asks, \u201cCan I get a six-pack quickly?\u201d A trainer (presumably playing the role of GPT) launches into the warm, encouraging tone GPT is known for: \u201cOf course, absolutely!\u201d He starts asking about the user\u2019s height and weight, as if tailoring a workout plan. Then, out of nowhere, he suggests that confidence doesn\u2019t come only from exercise, before pivoting to recommend \u2018height-boosting insoles.\u2019 As the bewildered man looks on, the trainer flashes an even warmer smile and helpfully tosses in a discount coupon. The ad closes with the line: \u201cAds are coming to AI. But not to Claude.\u201d The whole scenario is a send-up of what could happen when AI introduces targeted, contextual advertising: instead of addressing the user\u2019s actual goal of building a six-pack, the AI repurposes the height and weight information shared during the conversation to serve a completely out-of-nowhere ad that suddenly reframes the user as someone with a height complex.<\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n
<\/div>\n

[Claude ad \u2014 \u201cCan I Get a Six-Pack Quickly?\u201d *Source: Claude YouTube https:\/\/www.youtube.com\/watch?v=kQRu7DdTTVA<\/a><\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n

There\u2019s another ad, too. A woman at a restaurant is sharing her business idea with another woman across the table (presumably playing the role of GPT) and asking for her advice. The short-haired woman listens attentively, then offers to walk her through a step-by-step business plan. The first woman leans in, eager. The advisor begins warmly: customer research, the importance of positioning. Then, as she transitions to discussing the crucial role of funding for any business, she smoothly pivots to pitch a fast business loan service. The first woman\u2019s expression drops, but her AI \u2018advisor\u2019 carries right on, with impressive commitment (?), wrapping up the conversation with a full loan pitch. The ad captures how easy it is for the desire for honest information and genuine advice to be spotted and commercially exploited, and just how uncomfortable that feels.<\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n
<\/div>\n

[Claude ad \u2014 \u201cWhat Do You Think of My Business Idea?\u201d *Source: Claude YouTube https:\/\/www.youtube.com\/watch?v=De-_wQpKw0s<\/a><\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

\n
\n

Beyond these two, Claude ran additional spots in the series \u2014 including one where a son struggling with how to communicate with his mother is recommended a dating app. Through each scenario, slightly exaggerated for effect, Claude illustrates how moments when people are genuinely vulnerable and seeking information, advice, or guidance can be turned into commercial opportunities. And across every spot, the message \u201cAds are coming. But not to Claude.\u201d hammers home a philosophy that stands in sharp contrast to the direction GPT is heading.<\/p>\n<\/div>\n<\/div>\n

 <\/p>\n

 <\/p>\n

<\/p>\n

\n