OpenAI is launching its first “large-scale” brand campaign for ChatGPT today (28 September), focusing on the personal experiences of using the product in everyday life.

The investment in long-term brand building marks a shift in the business’s approach to marketing, which has previously focused on one-off events, including its first Super Bowl ad in February.   

The campaign will run across the US, UK and Ireland across outdoor, TV, streaming and social.  

It’ll first broadcast today during NFL Primetime in the US, before appearing across ITV, Sky and Channel 4 in the UK, while its out-of-home coverage will include London, Manchester, Birmingham, Dublin and Cork.  

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OpenAI wants to emphasise how people are using ChatGPT in their everyday lives, from creating fitness plans to developing recipes. 

“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,” says Elke Karskens, international marketing director at OpenAI. 

The campaign was created by the business’s in-house creative team, with OpenAI stating that while AI was used behind the scenes, the work seen is all human craft.  

The brand building push comes amid speculation OpenAI is getting ready to launch its own advertising platform. A job listing posted this week shows the company is searching for a growth paid media marketing platform engineer to develop internal tools to “scale the systems that power OpenAI’s marketing channels and spend efficiency”.