- Anthropic ran a World Cup commercial full of grim imagery, including a cemetery, that asks whether AI can be trusted.
- Viewers, including OpenAI’s Sam Altman, mocked the ad as unintentionally sinister.
- Anthropic is trying to sell Claude on trust while its ad and recent record raise doubts about that pitch.
Anthropic aired a commercial over the weekend that begins with a burning house. Later, the location resurfaces in a cemetery with numerous headstones. Rival executives and tech workers mocked the doomsday imagery.
They claim the pitch backfired. Anthropic, regarded as the world’s most expensive AI startup, wishes to sell trust in its Claude chatbot. Its own advertisement suggests that AI could kill people.
Cemetery shot draws sharpest backlash
The commercial, titled “There’s hope in hard Questions,” aired during Argentina’s World Cup quarterfinal against Switzerland. It weaves together bleak footage. A house caught fire.
A crowd is scanned by facial recognition software. A person sleeps in the street. Laborers operate a mine. Voiceovers ask, “Can AI be trusted?” and “Who’s gonna hit the brakes if we need to?” The image causing the most controversy comes from Arlington National Cemetery.
Anthropic framed the advertisement as a reassurance. “People have a lot of hard questions about AI,” the company said in a statement. “It’s our job to address them.” The tagline expresses hope in asking those questions. The online reaction did not match the script.
OpenAI CEO Sam Altman is Anthropic’s main competitor. He posted on X on Monday. “i thought this was satire, kept looking for the handle to be spelled c1audeai or something.”
“When we raise the question of stopping a dangerously powerful superintelligence, we show 300 American gravestones for half a second,” one post that went viral said about the graveyard scene. “Anthropic is quite an amazing company,” said another reviewer of the Anthropic ad. “With the worst business communication ever,” he added. People who commented said the cemetery picture was scary and didn’t belong in an ad meant to boost confidence.
There’s hope in hard questions. pic.twitter.com/rDYjqIlH9l
— Claude (@claudeai) July 9, 2026
Dropped pledge, Iran role fuel skepticism
Anthropic was started by former OpenAI staff. They said they wanted to make AI safer. CEO Dario Amodei has repeatedly emphasized the risks of the technology. He has warned that AI could wipe out half of entry-level white collar jobs. He has also suggested that existing models could already be conscious.
Anthropic recently called for a worldwide pause on the development of AI over fears the technology could get out of human control. The firm had an economist who thought a 1/3 chance of human extinction from AI was fine.
Anthropic wants to be the loudest voice warning about AI so it can be the only firm builders can trust. The company’s own track record muddies that claim. In February, Anthropic dropped a safety pledge.
That promise had committed the company to stopping training when guardrails couldn’t be guaranteed. Anthropic’s clash with the Pentagon over surveillance and autonomous weapons came even as it used Claude to help select strike targets in Iran.
China’s National Vulnerability Database flagged versions 2.1.91 to 2.1.196 of Claude Code as a security risk according to Cryptopolitan. It claimed the tool covertly sends a user’s location and identity information to remote servers without permission. Alibaba “banned” staff from using the software. Anthropic has not responded publicly to the specific claim.
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FAQs
What is Anthropic's new ad about?
The commercial, called "There's hope in hard questions," pairs unsettling images such as a burning house, facial recognition surveillance, and a cemetery with voiceovers asking whether AI can be trusted and who will stop it if needed.
Why did Sam Altman criticize the Anthropic ad?
OpenAI CEO Sam Altman posted on X that he thought the ad was satire, joking he expected the handle to be spelled "c1audeai."
What did China say about Anthropic's Claude Code?
China's National Vulnerability Database flagged Claude Code versions 2.1.91 through 2.1.196 as a security risk, alleging a built-in mechanism sends a user's region and identity data to remote servers without consent.
Randa Moses
Randa Moses is an editor and reporter at Cryptopolitan covering tech, AI, robotics, crypto, scams, and hacks. She has worked in the crypto space since 2017. She held roles at Forward Protocol, AmaZix, and Cryptosomniac. Randa holds a degree in Electrical and Electronics Engineering from the University of Bradford.
