OpenAI launched its first-ever brand campaign for ChatGPT that shows how people use the AI tool in their everyday lives. The platform hardly needs advertising. The buzz created by users, brands, and social media has been more than enough to build a global base of 700 million monthly users.
Now, OpenAI is telling its own story. The campaign has two 30-second TV commercials, Pull-Up with ChatGPT and Dish with ChatGPT.
Both have been crafted by OpenAI’s in-house team in collaboration with the agency Isle of Any and director Miles Jay.
The ads are minimal and relatable, meant to capture what they call “the everyday magic” of using ChatGPT.
Dish with ChatGPT opens on a close-up of a woman taking a bite of pasta. As she nods in approval, the camera zooms out, revealing a man who has presumably cooked the meal. A text overlay appears in the format of a ChatGPT prompt, “I need a recipe that says, ‘I like you, but want to play it cool.’” An entire response from the AI tool follows.
Pull-Up with ChatGPT uses a similar format, where a man works out at a park—part of an AI-produced plan to achieve 10 reps by autumn.
The videos are simple and direct, yes, but what’s more surprising is the things they don’t show. The brand chose not to use AI-generated images or effects. Instead, OpenAI went the traditional route, using real actors in real settings.
For a platform that has become synonymous with creative innovation, this ‘basic’ approach may be puzzling. But brand and communication experts argue that the restraint is deliberate.
“OpenAI isn’t selling ChatGPT as a product here; it’s shaping how people feel about it,” said brand communications expert Mangala Koti Singhal.
“Through simple, human storytelling instead of technical talk, the ad positions ChatGPT as something that naturally fits into life, almost like a quiet companion that enhances our days without taking over them,” she added.
According to her, OpenAI didn’t show what it does, like other tech brands advertising their products. It focused on why ChatGPT matters.
“It’s effortless, natural, and quietly confident, just like the ‘no-makeup’ makeup look that always trends in beauty, proving that sometimes, the simplest approach makes the strongest impact,” Singhal said.
Simple bordering on bland
From a branding perspective, OpenAI’s decision to lead with human emotion rather than product features is both bold and calculated. It positions the product as a lifestyle companion rather than a novelty gadget.
However, the simplicity borders on blandness. The campaign may feel too safe for a brand known for rewriting rules.
“People expect ChatGPT to surprise them to see something that pushes creative boundaries,” said branding expert Avik Majumdar. “This one doesn’t quite do that. It’s nice, but not wow.”
That said, there is also merit in taking the slower route. OpenAI seems to be laying the groundwork, establishing emotional credibility before attempting anything conceptually grand.
“Maybe they didn’t want to go overboard this time,” Majumdar said. “Future ads might keep this human tone but add the ‘wow’ factor which is missing here.”
The first ChatGPT brand campaign might not blow it out of the park, but it achieves something significant—humanising one of the world’s most advanced technologies.
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No AI in AI ad
An interesting aspect of the campaign is OpenAI’s decision to avoid using AI in its visuals. For a brand built on pushing the limits, this creative choice feels counterintuitive.
According to Majumdar, the reasoning might be technical.
“AI video generation still isn’t quite there yet,” he said. “The facial expressions in AI-generated videos lack human warmth. Maybe in another year, we’ll see better output. And that’s why the marketers have steered away from using it in the commercial.”
Still, the campaign could have gone further, Majumdar added. As a first commercial, it could have packed more punch. Showing a simple recipe or workout plan isn’t impactful when people are already using ChatGPT in far more creative ways.
“Communication has two paths: you either start with a bang, or you start slow and build momentum. ChatGPT seems to be taking the second route. The goal isn’t to go viral overnight, but to get people talking, to make the conversation be ‘ChatGPT has done something.’ And in that, they’ve succeeded,” he said.
Views are personal.
Brand: OpenAI
Agency: Isle of Any
Director: Miles Jay
(Edited by Prasanna Bachchhav)