OpenAI has launched its most extensive advertising campaign yet, showcasing users engaging with ChatGPT in relatable scenarios, such as cooking and fitness. Titled “Dish” and “Pull Up,” these ads aimed to connect with consumers but yielded disappointing results. Consumer research from System1 revealed that both ads ranked in the lowest fifth for long-term growth and immediate sales impact, largely failing to resonate with viewers, who often didn’t recognize ChatGPT until the end. Mark Ritson from Adweek noted that even ChatGPT rated one ad just five out of ten, emphasizing its lack of memorable branding. The campaign, which aired during NFL Primetime, will run across traditional and digital media in the US and UK until 2025. While aesthetically pleasing, the ads struggled to create meaningful connections and drive customer engagement, highlighting OpenAI’s challenges in improving public perception and converting viewers into paying users.
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