My naive guess is that business with no tech component hire consultants, and these are part of the sales pitch.

Or governments/large organizations performing box checking exercises

They do. Certifications make technical expertise legible to non-technical decisionmakers, and I've encountered people on both sides of that dynamic who affirmatively like it when companies set up programs like this. Obviously you and I would rather have someone who understands Claude make decisions about whether and how to use it, but in a lot of industries that's not realistic.

Non-technicals do.

Unfortunately some business leads value these types of certifications and partner programs. I imagine there’s a great deal of overlap with these folks and those who use Gartner’s Magic Quadrant for purchasing decisions.

> who the audience is...

Businesses that are already in conversations about building partnerships and training with Anthropic.

The real revenue that foundation model companies like Anthropic, OpenAI, Google DeepMind, and others generate comes from enterprise deals with a smattering of government - not consumer.

Consumer usage is largely a loss leader and training/refining tool, and it's best to view the economics of foundational model providers through the same lens you would a hyperscaler.

A major component to AWS's rise was the ecosystem built around training and teaching how to use the AWS ecosystem thanks to the AWS certification program. Same for K8s via the Linux Foundation.

By building a partnership and training motion, Anthropic can get the WITCHes, Deloittes, PWCs, Accentures, KPMGs, and others to start offering turnkey services, which is why Anthropic has been working on building co-sell relationships with those kinds of companies.