Gen Z perspectives: Shopping on ChatGPT, F1 fever and Instagram’s thinnest videos

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Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, OpenAI flexed with its first big brand campaign and a new ChatGPT shopping assistant. Meanwhile, brands in Singapore revved up for F1 fever with a wave of activations, and we unpacked Instagram’s latest “skinny reels” trend with APRW’s Natalie Ng.

Don’t hit the brakes, the action’s just getting started.

Don't miss: Gen Z perspectives: AirAsia's new font, CHAGEE x POPMART collab and DMA SG

1. OpenAI shows how ChatGPT fits into everyday life in first major campaign

OpenAI today unveiled ChatGPT’s first large-scale brand campaign, designed to highlight how people are using the AI tool in everyday ways to learn, create and grow.

At the core of the campaign is the message: “ChatGPT opens up everyday possibilities - helping everyone learn, create, and grow.” Inspired by real user experiences, the campaign launches in the US and UK across outdoor, primetime TV, streaming, and social channels, kicking off on 28 September with a debut film during NFL Primetime.

Read more here.

2. OpenAI turns ChatGPT into a personal shopping assistant

OpenAI is taking the first steps toward turning ChatGPT into a personal shopping assistant, allowing users to complete purchases directly in chat. The feature, called ‘Instant Checkout’, is powered by the newly launched Agentic Commerce Protocol, co-developed with Stripe.

Starting this week, ChatGPT Plus, Pro and Free users in the US can buy from Etsy sellers without leaving the chat, with Shopify merchants including Glossier, SKIMS, Spanx and Vuori coming soon.

Read more here.

3. Brands lap the city with Formula 1 activations and driver meet ups

The engines haven’t even roared yet, but Formula 1 (F1) fever has already taken Singapore by storm. Fans are revving up for a chance to meet their favourite drivers and dive into one-of-a-kind experiences ahead of the big race.

This week, malls across the city turned into pit stops for F1 fanatics. With race day still on the horizon, the checkered flag isn’t the only thing fans can chase, there’s plenty more trackside action ahead. Fans can expect driver meet-and-greets, interactive pop-ups, and opportunities to show their love for speed in style.

Read more here.

4. How Instagram’s skinny cinematic reels are stealing the scroll

Thin is in this September. In recent weeks, Instagram is seeing a new visual obsession: the 'thinnest video' trend. Also known as the 5120 x 1080 cinematic wide video trend, it turns ordinary vertical reels into long, slim cinematic strips by cutting off the top and bottom of standard footage.

While creators are using it to repurpose old content or simply elevate aesthetics, brands are also getting in on the action. So, what is it about the trend that brands are loving?

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