From Recipes to Road Trips: OpenAI Uses Real User Moments to Power Its Most Ambitious ChatGPT Campaign Running Through Year-End

OpenAI Launches Largest-Ever ChatGPT Campaign Showing AI in Everyday Life

OpenAI has rolled out its most ambitious brand campaign to date for ChatGPT, showcasing how the AI tool fits seamlessly into daily routines.

The campaign, debuting during NFL Primetime, spans TV, streaming, outdoor, social media, and influencer channels across the U.S., U.K., and Ireland, running through the end of the year.

According to chief marketing officer Kate Rouch, the effort represents a larger media investment than the company’s first Super Bowl ad in February.

Why ChatGPT Feels Personal and Relatable

The ads focus on young users engaging with ChatGPT in everyday situations.

One spot, called ‘Dish’, shows a young man turning to the AI to find a recipe to impress a date.

In another, ‘Pull Up’, a man follows ChatGPT’s eight-week fitness plan to achieve a pull-up.

A third, ‘Road Trip’, depicts siblings planning a surprise trip to the Blue Ridge Mountains with the chatbot’s guidance.

Rouch said,

“We’re showing their stories in ways that others can see and connect with. Our goal is for people to look at these moments and think, ‘this is for me.’”

A Creative Shift From Previous Campaigns

The new campaign marks a departure from OpenAI’s Super Bowl ad, which used pointillism-style animation to showcase technological innovations leading to ChatGPT.

Michael Tabtabai, vice president of creative, said the goal now is to show ChatGPT “connecting with people on a human level,” reflecting the platform’s mainstream adoption.

The storytelling is grounded in real usage, aiming to make the AI feel accessible and inspiring.

Human Craft and AI Collaboration Behind the Scenes

Despite promoting AI, the campaign heavily relied on human creativity.

OpenAI’s in-house team partnered with New York-based agency Isle of Any.

Canadian director Miles Jay shot the films on 35mm film, giving them a nostalgic, retro feel, while photographer Samuel Bradley and stylist Heidi Bivens worked on outdoor visuals.

Media planning was handled by PHD.

However, ChatGPT itself was also a “co-creator,” helping the team brainstorm characters and scenarios.

Zach Stubenvoll, executive creative director at OpenAI, said,

“This helped us expand our thinking and became a critical part of the spot itself.”

Cultural Marketing and Strategic Expansion

Since hiring Rouch from Coinbase as its first CMO in December, OpenAI has expanded its mainstream marketing efforts.

Tabtabai joined as global creative lead in August.

The company has previously targeted college students and partnered with U.S. sports teams, including Chip Ganassi Racing.

Staff expansion and in-house ad infrastructure are also underway to increase ChatGPT’s marketing reach.

Rapid Growth of ChatGPT Use and Revenue

ChatGPT’s popularity continues to surge.

As of August 2025, it reached 700 million weekly active users, up from 500 million in March.

OpenAI’s annual recurring revenue grew to $13 billion in August from $10 billion in June, with projections to surpass $20 billion by year-end.

Data from the National Bureau of Economic Research suggests over 70% of ChatGPT interactions are personal rather than work-related, highlighting its role in everyday life.

How Music and Style Shape the Campaign’s Identity

The campaign’s aesthetic blends retro and indie influences, with outro music including Perfume Genius’s 2014 track ‘Fool’ and Simple Minds’ 1980s single ‘Someone, Somewhere (In Summertime)’.

This styling, along with slice-of-life storytelling, positions ChatGPT as a relatable tool that enhances daily activities, from cooking and fitness to planning trips.

Where the Campaign Will Be Seen and Its Reach

Distributed by PHD, the campaign will appear across television, streaming, outdoor, and social channels in the U.S., U.K., and Ireland.

Additional spots are expected to roll out later this year, continuing to spotlight how people integrate ChatGPT into their routines.