OpenAI and Anthropic are employing retro marketing tactics for their AI products. OpenAI's ads feature a warm, analog aesthetic with an 80s vibe, embedding AI into relatable scenarios. Anthropic is hosting pop-up events in a mid-century inspired newsstand, offering branded items and conversation. This strategy intentionally uses emotional design to portray AI as trustworthy and intimate, rather than purely disruptive. Recent tech failures have made the public wary of revolutionary claims and futuristic marketing.The familiar look and feel of these campaigns tap into established mental frameworks, or schemas, making AI feel less alien. For instance, ChatGPT's interface aligns with existing messaging app schemas. Nostalgia also collapses time, making the future of AI seem less threatening by associating it with comfortable past memories. This emotional approach serves as a competitive differentiator when the underlying AI technology is largely comparable.By leveraging familiarity and emotional tone, these campaigns aim to reduce perceived risk associated with AI. The use of tactile cues like VHS grain or coffee shop settings acts as a proxy for trust and ethical assurances. This raises questions about whether designers are building or manufacturing trust. Ultimately, these campaigns highlight how emotional design can influence technology adoption by making abstract concepts feel more human and approachable, shaping perceptions of risk.