OpenAI CEO Sam Altman was at the center of Silicon Valley’s most visible publicity push in recent memory Monday night when he appeared on The Tonight Show. It was a distinctly clever, if somewhat surprising, choice from Altman, who has mostly kept his personal life out of the media spotlight. “I cannot imagine having gone through, figuring out how to raise a newborn without ChatGPT,” Altman told Fallon. If Silicon Valley is in its “hard tech era,” it is making an even harder sell. Anthropic—which, in a September ad spot, claimed “there’s never been a better time” for AI—is even hosting pop-ups and selling merch.