OpenAI’s latest marketing campaign showcases how AI, specifically ChatGPT, seamlessly integrates into daily life, emphasizing real, relatable moments of accomplishment. With films airing in the US, UK, and Ireland, the campaign highlights everyday scenarios like mastering recipes or reaching fitness goals, showcasing AI as a helpful tool rather than the central focus. Elke Karskens, OpenAI’s UK head of marketing, refers to this as “everyday magic,” illustrating how ChatGPT enhances personal achievements and creativity.
The campaign, created in collaboration with Isle of Any and shot on 35mm film for warmth, features supportive elements like styled photography and curated soundtracks. With ChatGPT’s user base quadrupling in the UK, the campaign aims to build familiarity over spectacle, especially after the recent introduction of Pulse, which keeps ChatGPT updated on current events. Through these narratives, OpenAI captures the essence of AI’s integration into our lives, centering on meaningful human experiences.
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