Distinctiveness will be crucial in the next chapter of AI. There are too many competing brands. The two or three that survive won’t necessarily carve a differentiated position, but they’ll come to mind first by standing out. The route to that escape starts with making ads that don’t score a 59 for fluency.

Perhaps the geniuses at OpenAI should have asked their own chatbot for advice. When I did exactly that yesterday, ChatGPT—unlike the company behind it—played it perfectly:

Prompt: Assess the new Pull-Up ad from ChatGPT against the laws of advertising effectiveness and score it out of 10.

ChatGPT-5: Pull-Up is strategically on-brief and nicely made, but it underweights distinctive assets and mid-ad branding, so it risks becoming a likeable, generic “AI-helped me” story rather than a memorable ChatGPT ad that builds future sales.

Score: 5/10

Mark Ritson is a former marketing professor, brand consultant and award winning columnist. He is the founder of the MiniMBA in Marketing, which teaches all the many laws of advertising effectiveness as part of its outstanding syllabus.