OpenAI Launches First ChatGPT Brand Campaign Emphasizing Humanity
OpenAI's First Major Brand Campaign
OpenAI has launched its first extensive brand campaign for ChatGPT, designed to highlight the AI assistant as a companion in everyday life. The campaign features 30-second cinematic spots that showcase relatable scenarios such as meal preparation for a date, trip planning between siblings, and starting a fitness routine.
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Kate Rouch, OpenAI's Chief Marketing Officer, stated, “The primary strategy is to lift up how people are using [ChatGPT] in their daily lives.” The campaign aims to inspire users by showing practical applications of ChatGPT. Each scene in the ads features prompts and responses that roll upward like movie credits, grounding the experience in real usage.
The campaign was developed in-house with the agency Isle of Any and directed by Miles Jay. Rouch emphasized that while ChatGPT played a role in the creative process, the focus remained on human creativity.
Cinematic Approach and Storytelling
The campaign was shot entirely on 35mm film, which provides a unique warmth and texture, differing from typical tech advertisements. The creative team, led by former Droga5 creatives, aimed to convey human stories rather than direct product promotion.
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ChatGPT's involvement in organizing shot lists and schedules also reflects its integration into everyday tasks. The campaign's music choices, featuring artists like Perfume Genius and Simple Minds, were selected for their timeless appeal, further grounding the brand in familiar cultural contexts.
Emotional Marketing in AI Startups
AI startups, including OpenAI, Anthropic, and Perplexity, are increasingly focusing on emotional marketing. This strategy aims to foster consumer trust and engagement amid growing competition. OpenAI's campaign for ChatGPT is part of a broader trend where AI companies are beginning to use storytelling and emotional messaging.
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Nilesh Ashra, CEO of AI training platform OK Tomorrow, remarked, “Once your product is no longer differentiated, you have to ask yourself: How do we build a competitive one?” The emotional branding approach reflects a maturation in the AI market, where companies are now using relatable stories to connect with users.
OpenAI's previous efforts include its first Super Bowl ad, which abstractly linked humanity's innovations to ChatGPT. The latest campaign is more grounded, highlighting everyday moments where the AI can assist.
Building Trust with Human-Centric Branding
AI marketers face the challenge of overcoming skepticism about technology replacing human jobs. To build trust, they must demonstrate how AI can enhance human experiences rather than overshadow them.
Andrés Ordóñez, Global Chief Creative Officer at FCB, noted, “If you show me how powerful you are, I might be scared. But if you tell me how you get me and why you’re part of my life, that’s relatable.”
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Companies like OpenAI are attempting to create a unique brand identity that resonates with consumers on an emotional level. This effort could lead AI startups to evolve into lifestyle brands similar to tech giants like Apple and Spotify, known for their strong brand storytelling.
The campaign reflects a significant move toward integrating AI into mainstream culture, aiming to show the technology's practical benefits while fostering a human connection.