Frontier labs are scaring normal people — Cohere is the only one getting ads right
annetgriffin · x · 2026-09-13
Annette Griffin argues frontier labs' messaging only targets the tech-forward: normal people hear a mix of "AI will take your jobs," "agents attacking companies," "AI kills us all in 10 years," and vague "we'll pace development" — without understanding what pacing even means.
She calls for narratives featuring real people whose lives improved through simple AI use, naming Cohere as the only AI company whose ads tap real human desires, and mocking OpenAI's Codex ad with a blurred man furiously working. In the thread, Elon Musk replied "Dario is right" and investor Anjney Midha shared it as "mission alignment at scale."
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