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

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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.

Out-of-home and paid social placements follow on 29 September, with the campaign set to run through 2026 across nine US markets and the UK, anchored by tentpole sports broadcasts.

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The campaign showcases everyday ChatGPT use cases, from cooking and trip planning to workouts and other daily tasks, amplified through paid social and influencer collaborations.

The campaign was developed by OpenAI’s in-house creative marketing team in collaboration with creative agency Isle of Any. The brand films, directed by Miles Jay, were shot on 35mm film in the US. Out-of-home photography was produced by OpenAI’s in-house team alongside photographer Samuel Bradley in the US and UK, with styling by Heidi Bivens. Global media strategy and placements were led by OpenAI’s media partner, PHD.

In “Dish with ChatGPT”, a woman takes a bite of her meal and nods approvingly. The scene zooms out to reveal that the cook had asked ChatGPT for a recipe that says, “I like you, but want to play it cool.” The film ends with the recipe provided by ChatGPT appearing on screen, styled like the end credits of a movie.

In “Pull-up with ChatGPT”, a man is seen doing pull-ups at an outdoor exercise park. The film later reveals that he had told ChatGPT he wanted to feel stronger and asked for help to do pull-ups by fall. An exercise plan then appears on screen, detailing what each day of his five-day schedule would look like to achieve his goal.

Finally, the last film, “Road Trip with ChatGPT”, features two siblings in a car. The sister asks where they are going, but the brother refuses to tell her, and they drive off to start their trip. Text appears on screen: “Help me plan a trip with my sister over break,” followed by an itinerary and tips for having a good time.

“ChatGPT opens up possibilities for people everywhere to learn, create, and grow. This campaign shows those possibilities coming to life in everyday moments—real ways people are exploring, and expressing themselves with ChatGPT,” said Kate Rouch, CMO of OpenAI.

“Our job is to show that ChatGPT can add value in daily life. Success is helping people unlock its full potential as they unlock their own. This campaign is rooted in authenticity and product-led storytelling, letting the product spark emotion by showing, not telling,” Rouch added.

OpenAI’s previous marketing efforts have included high-profile cultural brand moments, such as ChatGPT’s first Super Bowl ad during Super Bowl LVIX in February 2025. The team has also partnered with major US sports teams and leagues to highlight how fans use ChatGPT to deepen their connection to sports, as well as launched student-focused campaigns supporting study and campus life.

Closer to home, it recently introduced ChatGPT Go in Indonesia, marking the country as one of the first two markets worldwide to access the new low-cost subscription plan. At IDR 75,000 (US$4.5) per month, the service is designed to offer broader access to the platform’s most popular AI tools at an affordable price point.

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