OpenAI Launches 30-Second Retro ChatGPT Ads as It Pushes Human Connection
Updated
Updated · The New York Times · Jun 4
OpenAI Launches 30-Second Retro ChatGPT Ads as It Pushes Human Connection
2 articles · Updated · The New York Times · Jun 4
Summary
OpenAI has rolled out an extensive new ad campaign for ChatGPT built around 30-second TV spots that present the chatbot through everyday personal moments rather than grand promises about artificial intelligence.
The campaign, created by New York agency Isle of Any, uses a deliberately retro look to downplay the technology itself and make ChatGPT feel more emotionally relatable.
One spot, “Dish,” shows a young man using ChatGPT for a pasta recipe to impress a crush, with analog details such as stacks of books, a white gas stove and midcentury lighting shaping the mood.
The message is a broader branding shift: instead of selling A.I. as a world-changing force, OpenAI is pitching ChatGPT as a practical helper in ordinary human relationships.