OpenAI is set to launch a series of ChatGPT advertisements across primetime television, streaming platforms, and social media, with the inaugural spot airing during NFL Primetime. This strategic move underscores the growing competition between ChatGPT and Apple’s Siri, highlighting the advanced capabilities of generative AI chatbots.
The advertising campaign aims to showcase ChatGPT’s versatility in daily life, assisting users with tasks ranging from creating fitness plans to developing recipes. Elke Karskens, OpenAI’s international marketing director, emphasized the campaign’s goal:
> 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.
Following its U.S. debut, the campaign will extend to the UK, featuring ad slots on ITV, Sky, and Channel 4, complemented by billboard advertisements in various cities.
In response to concerns within the creative sector about AI’s role in content creation, OpenAI has ensured that the campaign was predominantly crafted through human effort. The team noted:
> Human craft was central to the campaign’s creation. Every frame was shot on film, shaped by directors, photographers, producers, and many more masters of craft.
While ChatGPT was utilized for logistical support, such as streamlining shot lists and organizing schedules, the creative process remained human-driven.
This advertising initiative places additional pressure on Apple to enhance Siri’s capabilities. Currently, iPhone users can access ChatGPT through Siri when the latter cannot fulfill a request. However, Apple’s commitment to user privacy necessitates explicit permission for this integration, highlighting Siri’s limitations in certain scenarios.
