OpenAI rolls out its first major ChatGPT campaign, blending creativity and technology to showcase how AI empowers daily possibilities.
OpenAI is stepping out of stealth mode on the marketing front. For the first time, the company has inaugurated a broad, brand-level campaign for ChatGPT, showcasing how its AI is woven into everyday life. It is subtly staking its claim as a household name.
Real people, real use cases
Across the U.S., U.K., and Ireland, 30-second spots and outdoor visuals dramatize simple, relatable tasks: drafting a workout plan, improvising a recipe, planning a trip, or even repairing a car. The messaging is rooted in one line: ChatGPT “opens up everyday possibilities.”
Interestingly, while ChatGPT played a role in ideation, the final creative work was done by humans; the ads were shot on 35 mm film. Production was led by OpenAI’s in-house creative team in partnership with Isle of Any, an independent agency founded by ex-Droga5 creatives Laurie Howell and Toby Treyer-Evans. The direction for this film came by Miles Jay.
A user base to support the bold move
OpenAI isn’t rolling this out lightly: ChatGPT already boasts more than 700 million weekly users globally. The campaign is as much about celebrating that audience as it is about bringing in new users. “The campaign celebrates them,” says Kate Rouch, OpenAI’s Chief Marketing Officer.
Behind the scenes, signs suggest OpenAI wants to build serious marketing scale. A recent job posting looked for a “paid media marketing platform engineer” to develop internal tools enabling more efficient ad operations. Also, in August, the company named PHD as its global media agency of record.
What to watch next
Will OpenAI lean deeper into ad tech? Can ChatGPT’s brand identity survive the transition from tech tool to utility? More importantly, will the campaign convince people who’ve never tried AI to give it a spin? The rollout will answer those questions in real time.
In transforming itself from a smart service to a human-friendly brand, OpenAI is placing a big bet! Our daily habits, from cooking dinner to planning a workout, can be ChatGPT’s new billboard!
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