OpenAI has shunned its own technology to launch its first major campaign for ChatGPT, instead relying on human creativity to highlight the day-to-day realities of those who embrace it.
Comprising three short films and a series of photographs, the campaign is set to run in the UK, Ireland and the US across outdoor, primetime, TV, streaming and social.
Developed by OpenAI’s in-house creative team, the main thrust of the activity is the notion that ChatGPT can broaden your horizons and help you achieve your goals, and spotlights the never-ending possibilities for how the technology can help you.
This messaging is captured in the films directed by Miles Jay, which were made in collaboration with creative agency Isle of Any. Shot on 35mm around the US, the cinematic spots show ChatGPT helping users cook a date night meal, plan a road trip with siblings, and devise a fitness regime.
These are accompanied by a collection of out-of-home images, shot across the US and UK by Samuel Bradley and styled by Heidi Bivens, which hint at ChatGPT’s role in assisting users with their queries, be it providing a guide to fixing a broken down car, or serving as a personal trainer for your workout.
Ultimately, the campaign aims to position ChatGPT as a friendly helper, not the technology that will kill off millions of jobs and change society forever.
OpenAI international marketing director Elke Karskens said: “With more and more people across the UK using and loving ChatGPT, we want to showcase how it can make your life easier and help you do more of what matters to you.
“AI use is deeply personal, and the most powerful stories come directly from how people experience ChatGPT.”
The company insists that “human craft” was central to the campaign’s creation, with every frame shot on film, shaped by directors, photographers, producers and many more masters of craft.
Even so, ChatGPT did play a part as a “behind the scenes co-creator … streamlining shot lists and organising schedules”.
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