Now, as AI breaks into the mainstream, OpenAI wants to demonstrate how it is “connecting with people on a human level,” said Michael Tabtabai, vice president of creative. “It sets the intention for how we want to show up as a brand: with humanity, creativity, and a clear focus on people.”
The goal was that “the work feels both inspirational and grounded in real usage, making ChatGPT something people want to be part of,” Rouch added.
Despite promoting an AI tool, human craft was central to the campaign. OpenAI’s in-house creative team developed it with agency Isle of Any, director Miles Jay shot the films on 35mm through production company Smuggler, and photographer Samuel Bradley and stylist Heidi Bivens worked on the outdoor ads. The media agency was PHD.
However, the teams used ChatGPT as a “co-creator” during the campaign development, said Zach Stubenvoll, executive creative director of OpenAI.
“This helped us expand our thinking, brainstorm new characters, and became a critical part of the spot itself,” he added.
Cultural marketing
OpenAI, one of the leading AI startups, began pushing into mainstream marketing after hiring Rouch from cryptocurrency firm Coinbase as its first CMO in December. It also appointed Tabtabai as its first global creative leader in August.
After the Super Bowl commercial, the brand ran ads targeting college students and forged sports partnerships with U.S. teams and leagues, including Chip Ganassi Racing.