OpenAI has launched a major brand campaign for ChatGPT using traditional television and outdoor advertising, marking a shift from previous product-centered promotions and CEO announcements. The campaign, debuting first in the US and then the UK, aims to build awareness and emotional connection through classic media channels.
The ads depict everyday moments where ChatGPT assists users, such as a man completing pull-ups or a woman appreciating a home-cooked meal, with on-screen prompts illustrating AI’s role. Elke Karskens, OpenAI’s head of international marketing, emphasized the goal: “to showcase how [ChatGPT] can make your life easier and help you do more of what matters to you.”
The move responds to widespread industry challenges. Despite advances in AI technology, marketing efforts have often confused consumers. Multiple overlapping product versions and unclear pricing schemes contribute to user frustration. For example, ChatGPT has rolled out 15 named upgrades in under three years, paired with complex subscription tiers ranging from free access to costly “Pro” plans.
This confusion is reflected in low paid subscription rates; only about 3% of ChatGPT users pay for the service, with OpenAI noting just 5% of active users spend any money at all. Market growth has stalled in key regions such as North America and Europe, while competitors struggle with losses and consumer recognition.
Venture capitalists now describe generative AI adoption as “stalled outside core enthusiast audiences,” signaling urgency for change.
In contrast to the AI sector’s usual reliance on digital marketing and data-driven tactics, OpenAI’s new campaign utilizes traditional 30-second TV spots shot on 35mm film with human actors—embracing old-school brand-building strategies rather than algorithmic creative generation. This approach reflects marketing fundamentals: broad reach, emotional storytelling, consistent messaging, and an aim to increase mental availability.
However, initial impressions suggest the ads may lack strong emotional impact and distinct ChatGPT branding, implying OpenAI might be promoting AI broadly rather than differentiating its own product.
Ultimately, the campaign admits the AI industry’s failure to engage consumers on a brand level. While AI excels as a technology, making people care requires the discipline and consistency of traditional marketing, focusing on benefits instead of just features.
OpenAI’s embrace of classic advertising signals that even the most advanced technologies must rely on proven marketing principles to achieve mass adoption.
Mark Ritson is a former marketing professor and brand consultant and the founder of the MiniMBA in Brand Management.