AI in MarketingGenerative AI Tools
Claude Now Learns Tasks From Video, Automation Gets Smarter
Anthropic's new Record a Skill feature lets Claude Cowork watch a screen recording of a task and turn it into a skill it can run again, no coding required.
Key takeaways
- Anthropic's Claude Cowork now has a Record a Skill feature: record your screen doing a task, narrate it, and Claude turns it into a repeatable skill.
- It's live now on Claude Pro, Max, and Team plans, found under the + menu in the Claude desktop app.
- OpenAI Codex shipped a similar Record and Replay feature on June 18, but it's Mac-only and unavailable in the EEA, Switzerland, and the UK.
- Reaction on social media split between excitement over time savings and fear the feature makes repetitive roles easy to automate.
Record a Skill Turns a Screen Capture Into a Reusable Workflow
Anthropic announced this week that paying users of Claude Cowork can now teach the assistant a task by recording their screen while doing it. Talk through the steps as you go, and Claude converts the recording into a skill it can run again on its own, according to Anthropic's announcement covered by the [Search Engine Journal](https://www.searchenginejournal.com/anthropics-claude-can-now-watch-a-video-and-learn-your-job/583053/).
The feature, called Record a Skill, sits under the + menu in the Claude desktop app and is available now on Pro, Max, and Team plans. No API scripting, no macro tool, just a screen capture and a voiceover.
Record your screen while you do a task, talk through it as you go, and Claude turns it into a skill it can run again.Anthropic, via X/Twitter
OpenAI Got There First, With More Restrictions
OpenAI Codex users have had a comparable capability since June 18, called Record and Replay. It's limited to Mac users and unavailable to anyone in the European Economic Area, Switzerland, or the UK. Anthropic hasn't said when, or whether, Windows users will get Record a Skill, and neither company has published a timeline for expanding geographic access.
The two features arriving within weeks of each other suggests both labs see screen-recorded skill capture as a near-term competitive front, not a novelty. It's a different bet than the agentic-ad approach Google is pushing across its own ad stack, but the underlying goal is the same: cut the setup cost of automating a workflow.
What Marketers Should Do This Week
Reaction to Anthropic's announcement split fast. One user, @alfredversa, called it "the easiest way to be replaced," while others complained they'd hit usage limits before they could even test it. Neither reaction resolves the real question for marketing leaders: which tasks on your team are recording-ready.
Pair this with lower-cost agent infrastructure like Google's Gemini 3.6 Flash, and the math for automating junior-analyst-level tasks gets more favorable by the quarter. Whether that frees teams for higher-value work or simply shrinks headcount depends entirely on how leaders deploy it, not on the tool itself.
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