After years of aggressive marketing promoting that artificial intelligence would "change the world," AI giants OpenAI and Anthropic have recently independently adjusted their public relations strategies. Faced with growing public fears about technological失控 and social unrest, these companies are striving to prove that AI will not "silently destroy" people's lives, and their brand strategies are shifting from radical to more moderate.

From "Disruptor" to "Guardian"

For a long time, AI companies have tended to portray a grand vision of the future, but this vision often comes with impacts on traditional jobs and ethical orders. As public anxiety increases, the giants have realized that overemphasizing the "power" of technology has become a liability hindering adoption, so they are now focusing on the safety and controllability of the technology.

This shift centers on rebuilding trust, positioning AI as an assistant to human capabilities rather than a replacement. Through this more moderate communication strategy, companies hope to find a more stable psychological foundation for the further implementation of the technology amid increasingly strict regulatory environments and fluctuating public opinion.

Long-Term Strategic Rebranding

This change in narrative is not only to alleviate immediate public relations crises but also to pave the way for long-term commercial applications. When the technology moves from the laboratory to homes, public acceptance directly determines the market boundaries of the product.