90% of Claude users aren't coding

instead they're doing something else

Jul 09, 2026

Hey squad,

Welcome to edition #1 of a new thing I’m trying. That thing is sharing all the ai thoughts swirling my head - specifically for marketers. Please reply if you have any ideas or feedback(!!!). Will iterate as needed.

This week a stat confirmed something I’ve felt for months. Anthropic said 90%+ of Claude usage isn’t coding. It’s ops and content work. Marketing work.

I’ve been living in that number. Most of my week with Claude isn’t “build me a thing.” It’s “help me think.” Pull apart a messy campaign export. Argue with me about a site positioning angle. Although it likes to agree a lot, as we know lol.

What’s weird is how fast the muscle memory flipped. A year ago I opened a doc. Now I open a chat. And I’ve caught myself doing the lazy version of it, regenerating until something clicks instead of sitting with the hard version of the problem. Which is either a superpower or a very expensive way to avoid thinking. Jury’s still out.

Anyway. The agents had a big week, and almost all of it points at us, not the engineers. Let’s get into it.

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Headlines

Claude Cowork is on your phone now, and 90% of people aren't using it to build. Already went off about this up top, so I'll keep it short. Cowork's on web and mobile now, it keeps running after you close the laptop, and Anthropic's own numbers say the power users are ops and content folks.
Google Ads won’t refund you for their mistakes. Let me explain: your inputs and URLs feed Google's AI, and you're liable for catching any AI-generated asset that misleads or breaks policy. This is WHY human-in-the-loop is so important.
Klaviyo just launched a beta Composer agent. You can type "win back my 90-day lapsed customers, email + SMS" and it drafts the audience, copy, and timing off your store's actual data. Pretty cool.
ChatGPT is basically all of AI search traffic now. A new report across 6.77M sessions puts ChatGPT at ~92% of trackable LLM referrals.
LinkedIn turned campaign manager into a creative studio with 5 new tools - brand kit, draft with ai, ad variants, personalization and flexible creation.

My feed

Claude Sonnet 5 - now the default for Free and Pro users, near-Opus on a lot of tasks, and cheaper through Aug 31.
The Making of Claude Code - super cool weekend read if you’ve got the time.
Anthropic dropped a Claude teammate into Slack called Claude Tag.
Fastlane - generates hundreds of videos with just your website link.
Lightreel - an agent that scrolls social feeds for you to find the best creators.
Corey Haines released a set of marketing skills that builds ad creative for you.
Claude + Motion to create marketing launch videos completely with ai.