OpenAI is moving into long-term brand marketing with its first large-scale campaign for ChatGPT. Previously, the company focused on occasional high-profile spots, including its Super Bowl ad earlier this year. Now, the focus is on showing how people integrate ChatGPT into everyday life, from creating fitness routines to planning meals. According to Elke Karskens, international marketing director at OpenAI, the goal is to showcase ways the tool can “help you do more of what matters to you.”

How the campaign presents real-world use

The campaign centers on two 30-second TV ads. According to The Drum, these include two main 30-second TV spots, ‘Pull-up’ and ‘Cooking,’ highlighting real-life scenarios inspired by user experiences. In ‘Pull-up,’ a man achieves a fitness goal with a ChatGPT-planned routine, while ‘Cooking’ shows a date-night recipe developed with ChatGPT’s help.

The campaign runs across the US, UK, and Ireland, appearing on TV, streaming, social channels, and outdoor advertising. In the U.S., ads will first appear during NFL Primetime broadcasts. In the UK, the campaign will run on ITV, Sky, and Channel 4, with outdoor displays in London, Manchester, Birmingham, Dublin, and Cork.

Production led by human creativity

Despite being an AI company, OpenAI has leaned heavily on human craftsmanship. The films were shot on 35mm film by director Miles Jay through production company Smuggler, while outdoor photography was handled by Samuel Bradley, with styling by Heidi Bivens. Media planning and buying were managed by PHD.

The launch comes shortly after Anthropic released its first brand campaign for Claude, ChatGPT’s competitor. Both companies are competing for user attention and loyalty as generative AI monetization and advertising strategies develop. Reports also indicate that OpenAI is preparing its own advertising platform, with a job listing for engineers to scale internal tools for marketing channels and improve spend efficiency.

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