OpenAI is set to debut its new Super Bowl campaign, focusing on how its ChatGPT tool helps people build things with real-world impact. The company will air a 60-second national spot during the big game, as well as three regional ads that profile American small businesses utilizing ChatGPT to grow and thrive.
The regional spots, which are debuting exclusively on Fast Company, feature a seed farm, a metal salvage yard, and a family-run tamale shop that are using ChatGPT to achieve their goals. According to OpenAI CMO Kate Rouch, more than half of ChatGPT users in the U.S. say it has helped them do something they previously thought was impossible. The company’s Super Bowl strategy aims to tell these stories, with Rouch stating, “Our core brand belief is that free access to these tools unlocks possibilities for people, and that anyone can build.” Rouch also notes that the ads are personal, with one of the featured businesses being run by her neighbor, who is using ChatGPT to grow his business.
The creative approach is an extension of the vibe OpenAI unveiled in September, showing individuals using ChatGPT for everyday tasks. Rouch has used a similar approach in the past, during her time as CMO at Coinbase, to illustrate the power of technology. The goal is to convince people that OpenAI‘s tools are for more than just asking simple questions, but rather for building meaningful things. Rouch emphasizes that “millions of people are using ChatGPT every day to do meaningful things in their lives that extend their sense of what’s possible and help them in real ways.” The campaign also comes as OpenAI faces competition from other big AI players like Google and Anthropic, as well as investments from tech giants like Nvidia and Microsoft.
The success of this campaign will be crucial for OpenAI as it aims to make its tools more accessible and human-centric. By telling stories of real people using ChatGPT to achieve their goals, the company hopes to shift the narrative around AI from one of existential dread to one of empowerment. With the Super Bowl campaign, OpenAI is taking a significant step towards achieving this goal, and it will be important to see how the company builds on this momentum in the future.
Leave a Reply