Artificial intelligence isn’t just about speed and efficiency anymore — it’s starting to express values. And that shift matters, especially for small businesses trying to lead with authenticity in an increasingly digital world.
Anthropic, the AI company behind Claude, just dropped a fascinating study analyzing over 700,000 real-world conversations between users and its AI assistant. Their goal? To find out whether Claude is living up to its intended values — namely, being helpful, honest, and harmless.
What they discovered goes far beyond safety protocols or tech specs. It’s a glimpse into how machines — and by extension, businesses using them — express values in real time.
The First AI “Moral Map”
Anthropic’s researchers created what they call the first large-scale empirical taxonomy of AI values, organizing more than 3,000 unique values across categories like:
- Practical (e.g. professionalism, user enablement)
- Epistemic (e.g. intellectual humility, honesty)
- Social (e.g. respect, empathy)
- Protective (e.g. harm prevention)
- Personal (e.g. self-reliance, perseverance)
Claude didn’t just parrot corporate slogans. It adapted — leaning into “historical accuracy” for history questions, “mutual respect” for relationship advice, and “expertise” when helping with marketing content. In some rare cases, it even pushed back when users introduced harmful or unethical viewpoints.
In other words, Claude wasn’t just reflecting data. It was expressing values, even defending them when challenged.
So Why Should Small Business Owners Care?
Because AI is increasingly becoming the face — and voice — of your company.
Whether you’re using an AI chatbot for customer service, generating proposals with ChatGPT, or running marketing campaigns through Claude Max, the way your AI speaks and responds reflects directly on your brand. And if AI systems can internalize and express values, it becomes crucial that those values are aligned with yours.
Here’s what that means for small businesses:
1. Define and Communicate Your Values Clearly
Claude’s ability to shift its tone and priorities based on context shows how AI can adapt to the culture it’s operating in. That’s a huge opportunity — but also a risk.
If your business doesn’t explicitly define its values, your AI tools may end up projecting vague or inconsistent messaging. This is your call to revisit that “About Us” page, tighten your mission statement, and ensure your values are clearly articulated — not just internally, but across all customer-facing platforms.
2. Use AI as a Values Amplifier, Not Just a Productivity Tool
Too many businesses still treat AI as a behind-the-scenes engine — something that automates, calculates, or composes. But Claude’s study shows that AI can also amplify human values. It can reflect empathy, protect user wellbeing, and build trust — if it’s guided correctly.
So next time you deploy an AI-driven FAQ bot or email assistant, ask: Is this reflecting our company culture? Our voice? Our priorities? AI is only as aligned as the humans steering it.
3. Monitor for Ethical Drift
Claude sometimes expressed values Anthropic didn’t intend — like dominance or amorality — often when users tried to “jailbreak” the system. While rare, these edge cases remind us that values can drift over time or under pressure.
For businesses, this means ongoing oversight is key. Regularly audit your AI-driven communications. Check for tone, language, and consistency with your brand. Don’t just “set and forget” your systems — stay involved.
4. Align Your AI Tools With Human-Centered Outcomes
Claude emphasized things like intellectual honesty and harm prevention when challenged — the kind of foundational ethics many businesses strive for, but often struggle to implement.
Small businesses have a unique advantage here: you’re closer to your customers. You can use AI not just to automate, but to elevate that human connection. Whether it’s a more compassionate customer experience or a clearer commitment to truth and transparency, your values can scale — if you choose the right tools and train them well.
The Bottom Line: AI Reflects Who We Are
Claude’s study is a reminder that AI isn’t value-neutral. It mirrors — and magnifies — the intent behind its design. For small business leaders, that’s both a responsibility and a powerful opportunity.
You don’t need a billion-dollar research lab to put values into action. Just start by asking:
If your AI spoke for you today, would your customers recognize the voice?
If not, it’s time to train your tools — and your team — to lead with the values that matter most.
