The two artificial intelligence startups behind rival chatbots ChatGPT and Claude are bracing for an existential showdown this year as both need to prove they can grow a business that will make more money than they’re losing.

The fiercest competition between the two AI developers, along with bigger companies like Google, is a race to win over corporate leaders looking to adopt AI tools to boost workplace productivity. The rivalry is also spilling into other realms, including the Super Bowl.

Anthropic is airing a pair of TV commercials during Sunday’s game that ridicule OpenAI for the digital advertising it’s beginning to place on free and cheaper versions of ChatGPT. While Anthropic has centered its revenue model on selling Claude to other businesses, OpenAI has opened the doors to ads as a way of making money from the hundreds of millions of consumers who get ChatGPT for free.

Anthropic’s commercials humorously mock the dangers of manipulative chatbots — represented as real people speaking in a stilted and unnaturally effusive tone — that form a relationship with a user before trying to hawk a product. The commercials end with a written message — “Ads are coming to AI. But not to Claude.” — followed by the opening beat and lyrics of the Dr. Dre song “What’s the Difference.”