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, “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.
“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 12,000 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, “Hard Questions” also introduces a new initiative where people can continue to ask questions and get answers about AI.
AI Responsibly
“Hard Questions” furthers Anthropic’s work that address mixed consumer sentiment when it comes to AI.
