OpenAI has unveiled its first extended brand campaign for ChatGPT, which will run across the United States, Britain and Ireland, spanning television, streaming platforms, outdoor displays and social media. It highlights how people are using ChatGPT for everyday purposes such as planning workouts, cooking meals or organising trips.
Production details
The 30-second spots were created by OpenAI’s in-house team in partnership with Isle of Any, an independent agency led by former Droga5 creatives Laurie Howell and Toby Treyer-Evans, and directed by Miles Jay. While ChatGPT was used for brainstorming during the process, the company said the final work was produced by human creators and shot on 35mm film.
The outdoor campaign features people in everyday situations, sitting on steps, exercising or repairing a car, paired with the ChatGPT logo. The campaign represents a change in strategy for OpenAI, which previously focused on single major moments such as its first Super Bowl advertisement in February. That ad was produced with Accenture Song and positioned ChatGPT within the history of human innovation. In August, OpenAI appointed PHD as its global media agency of record, signalling a broader expansion of its marketing efforts.
User base and future plans
OpenAI said ChatGPT is now used by more than 700 million people each week. The brand campaign comes amid speculation that the company may expand into advertising technology, after a recent job posting sought an engineer to build internal paid media tools.
Earlier this year, Perplexity launched an AI campaign starring Squid Game star Lee Jung-Jae, which played out as a narrative completely hitting on Google’s Gemini. Apart from the Airtel partnership that gave Perplexity a significant boost in India, the company has been indulging in radio ads too.