Apple isn’t abandoning AI-powered health guidance, but it’s likely holding back until the tech is useful enough to deliver real value.

CEO neutrality carries brand risk; OpenAI and Anthropic leaders’ cautious political responses are an illustration of how hedging on values can erode trust rather than protect it.

Clinicians and staff adopt “shadow AI” tools to move faster, exposing gaps in hospital AI strategy.

Heavy consumer AI health use raises pressure on OpenAI and peers to tighten safeguards fast.

Amazon bets on AI health guidance paired with doctor access—something ChatGPT and Claude don’t offer.

In the crowded clinical market, trusted data, accuracy, and speed will shape adoption.

A year after enterprise software firms began rolling out AI agents, most tools now look and act alike—creating confusion for companies trying to choose the right solution. And because many rely on the same OpenAI or Anthropic models, their offerings are almost indistinguishable, per The Information. Brands should prioritize AI agents that connect across ecosystems, protect data, and scale smarter instead of locking into one vendor’s walled garden. Doing so builds resilience, flexibility, and trust in an increasingly crowded AI market.

Anthropic’s Claude AI is taking on competitors in a multimillion dollar ad campaign. The “Keep Thinking” campaign positions Claude as “the AI for problem solvers” and marks Anthropic’s first foray into brand marketing. The campaign is a necessary start to help Claude gain market share and boost its comparatively small user base, but it’s only the first step in a long journey ahead for Anthropic.

Microsoft and OpenAI revised their partnership with a new, nonbinding agreement that could pave the way for OpenAI to change its structure to include a public benefit corporation (PBC) arm. The agreement reportedly changes a clause that would rescind Microsoft’s access to OpenAI technology once the startup’s board decides it has reached artificial general intelligence (AGI), per The New York Times. Possible implications: Regulatory entanglements and antitrust concerns could ease, and if OpenAI’s PBC plans are successful, it could reshape how AI companies balance profits and responsibilities.

Microsoft is reducing its reliance on OpenAI by bringing in rival Anthropic to power key enterprise features, per The Information. With Microsoft 365’s entrenched position in productivity software, Anthropic’s integration could shift enterprise adoption trends away from OpenAI. If Anthropic gains traction, OpenAI risks losing one of its strongest distribution channels and with it, its influence on how AI is embedded in daily workflows. Marketers should watch to see not just who wins contracts, but who defines the next generation of workplace software.

AI is rewriting the rules of digital media, advertising, and commerce at breakneck speed. Here’s what players in the digital realm can do to stay relevant.

A federal judge rejected Anthropic’s agreement to pay at least $1.5 billion to settle a landmark lawsuit brought by a group of authors. Judge William Alsup expressed concerns that the ruling would be forced “down the throat of authors,” per Bloomberg Law. The case could set a legal precedent for future copyright battles between creators and AI firms. If approved, the settlement could set a legal precedent for future copyright battles between creators and AI firms. It could also push regulators to be more stringent in requirements for content licensing deals and cause AI companies to move more carefully when scraping data, considering the costs of legal proceedings.

The news: AI startup Anthropic raised a staggering $13 billion, tripling its valuation to $183 billion, per CNBC. This momentum is driven by enterprise demand for Claude, Anthropic’s AI assistant, and a rapidly expanding customer base that now tops 300,000 businesses. The company’s annual revenues have also jumped fivefold in 2025 to $5 billion. Our take: Anthropic’s ascent is setting a new standard for AI startups—spurring rivals like Perplexity, Mistral, Intelligent Machines, and Safe Superintelligence to chase scale through aggressive fundraising, not quick exits. The message: In this market, go big or get left behind.

The news: Anthropic will now require Claude Free, Pro, and Max users to decide whether their conversations can be used to train its AI. The new rules take effect September 28, and business customers remain exempt, per TechCrunch. Some users on Reddit say the change is making them reconsider Anthropic, citing the five-year data retention requirement as heavy handed. Our take: Anthropic says its new policy is intended to empowering user choice, but skepticism over privacy and consent could push users to opt out or seek other alternatives. As more AI providers prioritize data access over user comfort, transparency and trust will become differentiators in a crowded field. AI’s appetite for training data is going to continue to push privacy and copyright boundaries. Anthropic’s ability to manage trust will determine whether the policy change aids or undermines adoption.

The news: OpenAI’s GPT-5 could be the start of ChatGPT becoming a transaction-driven super app that monetizes user intent, not attention. GPT-5’s router—which analyzes queries and decides how hard to “think” based on complexity—lets OpenAI invest more resources during high-intent moments like “compare hiking boots under $200” or “best smart TVs for co-op gaming.” Prioritizing queries with high commercial value could help OpenAI monetize users not through ads but via affiliate or take-rate revenues, per SemiAnalysis. Partnerships with Shopify and others suggest that monetization stack is already on the way. Our take: A full-service ChatGPT that’s intuitive enough to guide full shopping journeys inside a chatbot while keeping backend costs minimal could rewrite the AI platform’s business model. Brands should be working to optimize for AI-native commerce and integrate with agentic tools.

The news: Meta’s strategy of hiring its competitors’ top AI engineers reflects the industry’s urgency to ramp up capabilities and get to artificial general intelligence (AGI) first—CEO Mark Zuckerberg stated that was the company’s objective in “delivering personal superintelligence for everyone,” per ZDNET. Our take: Meta is betting big—on people, not just products. This strategy offers speed, proprietary insight, and technical capacity. But it also raises scrutiny from investors and customers expecting it to pay off. Marketers should track Meta’s progress and watch how it integrates newly acquired AI knowledge. If successful, this shift could reinvent ad targeting, creative automation, and user modeling at scale.

GenAI will reach about 51% of US internet users by 2029 as growth stabilizes, with search dominating use cases and Gen Z leading adoption. Amid rising competition from Google and others, ChatGPT will maintain dominance. Brands must adapt to AI-mediated customer relationships.

The news: Amazon Web Services (AWS) will launch an agentic AI marketplace designed to help enterprises browse and install AI agents from a variety of startups from a one-stop shop. Our take: The AWS agent marketplace could become a high-value channel for both discovering and distributing automation tools. Enterprises already on AWS’ platform should consider exploring new agent integrations, while startups have a chance to get in front of decision-makers before the market gets even more crowded.

The news: Google snatched AI coding startup Windsurf’s IP out from under OpenAI in an acqui-hire that includes Windsurf’s CEO, co-founder, and some R&D employees. Our take: Google’s nonexclusive licensing approach could help it avoid regulatory pushback, though employees not involved in the deal may be left out to dry. Deals like this show that control over developer tools is becoming a major strategic advantage for tech companies and could indicate that the Big Tech fight for AI talent and executives is only just beginning.

The news: A Microsoft AI pilot study showed a fourfold improvement in diagnostics compared with a panel of real doctors, but researchers acknowledged the continued need for human expertise. The takeaway: It’s evident AI is not a replacement for doctors, but it is a tool they should start adopting. There’s a window of opportunity for doctors and healthcare systems to grab a first-mover advantage by presenting AI as a co-pilot and a value-add that leads to more accurate diagnoses and more time spent with patients.