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Claude Fable 5 is a major step up for complex data analysis, scoring roughly 10-15% better than recent frontier models on Hex's evals and excelling at messy, long-horizon tasks that require judgment, clear assumptions, and cross-checking semantic models against raw data.

Amazon has expanded its CTV advantage by combining commerce-based targeting with premium streaming inventory and new B2B audience data. Advertisers can now use Amazon shopping and intent signals to target Netflix viewers, which turns CTV into a more measurable channel for brands that sell on Amazon by linking impressions to product views, add-to-carts, and purchases. Amazon also integrated LinkedIn's 1+ billion member dataset into its DSP, which gives B2B marketers access to role, seniority, and industry targeting on streaming TV at scale. The move strengthens both audience precision and attribution at a time when streaming accounts for 38% of TV viewing in the UK and US programmatic CTV spending has reached $37 billion.

Anthropic announced Claude Fable 5 for general use and Claude Mythos 5 for selected cyberdefenders and infrastructure providers. The models were described as highly capable across software engineering, research, vision, and cybersecurity, with conservative safeguards applied to Fable 5.