While AI can provide endless answers, Anthropic wants people to keep asking questions about it—specifically, its impact on humans. The AI company has launched a new film, “Hope in Hard Questions,” created by Mother and directed by Myles McAuliffe. The work is the latest in Anthropic’s Keep Thinking campaign, which launched in September 2025 and aims to positions it as a responsible company as AI use proliferates.
“Hope in Hard Questions” opens with footage of a burning house at night. A voice asks, “Can AI be trusted?” It’s followed by a montage of images that demonstrate technology’s more controversial applications, like a child staring at a device and facial recognition software.
The ad goes on to pose more questions: “Who’s gonna hit the brakes, if we need to?” and “But wait a minute, why do we have to have this stuff?”
While the film starts skeptical, it arcs toward more hopeful questions toward the end, like “Could AI help people stop feeling misunderstood?” The images change in tone, too, showing people embracing, smiling together, and enjoying nature. The questions asked throughout the film didn’t come from creative execs or copywriters, but from more than 120,000 real people from around the world that Anthropic spoke with about their hopes and concerns regarding AI.
As Anthropic plants its flag as a responsible AI company, “Hope in Hard Questions” also introduces a new initiative where people can continue to ask questions and get answers about AI.
AI Responsibly
“Hope in Hard Questions” furthers Anthropic’s work that address mixed consumer sentiment when it comes to AI.
In January 2026, Open AI announced beta testing for ads on its platform ChatGPT. A few weeks later, Anthropic aired two spots during Super Bowl 60 that mocked how unwieldy and confusing the AI user experience would be with interruptive advertising.
The ads drew a response from Open AI CEO Sam Altman, who called them “deceptive.”
However, the spots were widely admired by marketing creatives and execs. They were heavy favorites going into Cannes Lions 2026, ultimately taking home the Film Grand Prix, the festival’s top prize.
**Editor’s Note: **This story previously said Anthropic interviewed 12,000 people for this campaign. That number has been corrected to 120,000.The campaign name has also been updated for accuracy.