Anthropic Launches 'Zero Slop Zone' Pop-Up in NYC to Promote Mindful AI Use
Anthropic's NYC pop-up, part of its Keep Thinking campaign, promotes mindful AI use and high-quality content via the Claude chatbot experience.
- • Anthropic's 'Zero Slop Zone' pop-up in NYC attracted over 5,000 visitors and generated 10 million social media impressions.
- • The event promoted mindful AI engagement through analog experiences and banned screens.
- • The campaign marks Anthropic's major push into consumer markets, complemented by broad advertising.
- • Anthropic projects $5 billion revenue in 2025, led by its Claude Code AI tool and ongoing investments.
- • CEO Dario Amodei emphasized the campaign’s role in redefining AI as a creative aid, not a slop generator.
Key details
Anthropic recently hosted its innovative "Zero Slop Zone" pop-up event in New York City's West Village as part of its multi-million dollar "Keep Thinking" campaign, marking its first major push into the consumer market. The event, which transformed a local newsstand, attracted over 5,000 visitors and generated more than 10 million social media impressions, drawing significant attention both online and offline.
The pop-up encouraged attendees to engage with AI mindfully by promoting high-quality AI content and supporting analog experiences — visitors were invited to read, write, and think without screens while enjoying free coffee and baseball caps branded with "thinking." To participate, attendees showed the Claude app, Anthropic's AI chatbot, which the company positions as a tool to enhance human creativity rather than automate or dilute it.
CEO Dario Amodei emphasized that despite current losses, Anthropic is intentionally investing in long-term innovation, forecasting $5 billion in revenue for 2025, particularly driven by demand for Claude Code, its advanced coding AI. Anthropic also recently launched Claude 4.5 Sonnet, the latest upgrade of its AI model. The pop-up served as a platform to challenge the stereotype of AI content as "slop," fostering deeper discussions about AI’s positive role in creativity and consumer engagement.
Inside the event, visitors also had the opportunity to read Amodei’s essay "Machines of Loving Grace," and the campaign included widespread advertising across digital streaming, sports, and print media. With a valuation of $18.3 billion backed by investors like Amazon and Google, Anthropic advances its strategy to blend thoughtful AI development with creative marketing experiences.