How does Claude feel about this?
Maybe the models aren't as neutral and rational as we thought.
This week, Anthropic's interpretability team published a study of Claude Sonnet 4.5 that changes the frame. They found what they're calling "emotion vectors" — specific patterns of neural activity that activate in response to context and causally shape what the model says next. Not metaphorically. Mechanistically.
Why GEO Isn't Enough; The Case for AI Brand Alignment
Treating AI models like a new search engine only takes you so far. In reality, they are more like a new influencer. Rather than optimizing for AI, marketers must persuade AI models to be an advocate for their brand.
Brand Positioning vs Product Positioning
Most companies conflate brand and product positioning. They treat them as the same job with the same tools and the same goals. They're not. Getting this wrong is one of the most common—and most expensive—mistakes I see growing companies make.
The Hard Choice Most Brands Won't Make
Making hard choices about why, what, and who your product is for, and not for, is uncomfortable work. But it's absolutely essential to making it land with your customer. If you're not making real sacrifices in your positioning, you're not doing it right.
When a Feature Becomes a Product
Case Study: Perception AI. The process of experimentation and taking an idea from 0-1 is anything but a straight line. That’s the work. That’s the product marketing journey.
Anthropic Holds the Line
Most companies will never face a moment like this. Not this public. Not this existential. Anthropic stood by its word and its values once again.
Anthropic’s Super Big Promise
Anthropic spent millions on a Super Bowl spot and never once mentioned what Claude can do. No feature demo. No benchmark flex. No celebrity endorsements. They made a promise to keep ads out of your conversations with Claude. Now comes the hard part.
When AI Leads the Pitch
With the rise of AEO and GEO, AI models are synthesizing your brand story. Most companies don't know what they're saying. How well do the LLMs understand your brand?
The Purpose Gap
The gap between AI's pace and organizational readiness keeps widening. The companies who are thriving are the ones with the clearest sense of purpose.