OpenAI’s ChatGPT Ads Struggle to Connect With Consumers

OpenAI, the tech titan behind ChatGPT, has launched one of its most ambitious advertising pushes to date. With a multimillion-dollar campaign stretching across TV screens, streaming platforms, billboards, paid social media, and the influencer circuit, the company’s intent is clear: make ChatGPT a household name and convert everyday users into loyal, paying customers. Yet, despite its dazzling production values and prime-time placements, the campaign is stumbling where it matters most—connecting with the very audiences it’s designed to captivate.

The Anatomy of an Ambitious Campaign

To understand the scale and stakes of OpenAI’s latest marketing endeavor, consider its rollout: slick, professionally shot ads debuting during NFL Primetime, a coveted slot for any brand seeking mass exposure. The campaign is slated to run through the end of 2025, reaching viewers in both the US and UK, and blanketing nearly every conceivable media channel.

The ads themselves swap futuristic sci-fi tropes for relatable, real-world vignettes. In one, a young man consults ChatGPT for a recipe that’s equal parts romantic and nonchalant—a digital Cyrano for the modern dater. In another, dubbed “Pull Up,” an everyday user seeks motivation for exercise, leveraging ChatGPT as a virtual coach and confidant. These scenarios, grounded in the familiar, are meant to showcase the platform’s utility in everyday life—making artificial intelligence less intimidating, more accessible, and above all, indispensable.

Polish Without Punch: The Creative Disconnect

On the surface, OpenAI’s campaign checks every box for contemporary advertising. The spots are visually appealing, feature real people instead of deepfake avatars, and avoid the sterile aesthetic so often associated with AI marketing. Yet, beneath this sheen lies a critical flaw: the ads simply aren’t resonating.

Consumer research conducted by System1, a respected marketing research firm and cited by industry authority Adweek, paints a sobering picture. Using psychologist Paul Ekman’s framework for emotional response, panelists were asked to gauge their feelings and brand recognition throughout the ads. The results? Disappointing. Most failed to identify ChatGPT until the logo flashed at the end. The campaign ranked in the bottom fifth of tested ads, both for immediate sales impact and for long-term brand growth—a damning verdict for a campaign of this magnitude.

Emotional Resonance: The Missing Ingredient

The importance of emotional connection in advertising cannot be overstated. Brands that forge genuine bonds with their audiences not only drive sales but also build lasting loyalty. OpenAI’s campaign, despite its high production values, did not evoke these emotional responses according to System1’s research. The ads were described as “likeable, generic ‘AI-helped me’ stories,” but failed to become memorable ChatGPT ads that could build future sales.

This lack of emotional resonance is more than a creative misstep—it’s a strategic liability. In an era where consumers are inundated with digital noise, the ability to stand out and forge an authentic connection is the difference between fleeting attention and enduring relevance. For OpenAI, a company banking on paid subscriptions and widespread adoption, the stakes are existential.

Branding: A Case Study in Missed Opportunities

One of the most glaring issues flagged by the research is the campaign’s branding—or lack thereof. Most panelists only realized the ads were for ChatGPT when the brand logo appeared at the end. This is a cardinal sin in advertising, where mid-ad branding, distinctive assets, and clear messaging are essential to driving both recall and conversion.

Even Mark Ritson, a renowned marketing columnist for Adweek, put the ads to the ultimate test: he asked ChatGPT itself to rate them. The AI delivered a sobering 5 out of 10, acknowledging that while the ads were “strategically on-brief and nicely made,” they failed to showcase distinctive assets or reinforce brand identity. The result? Ads that were technically proficient, but ultimately generic—indistinguishable from the myriad “AI-helped me” stories flooding the airwaves.

When Surface-Level Polish Isn’t Enough

It’s tempting to assume that high production values and celebrity partnerships are enough to ensure advertising success. OpenAI’s approach—real people in relatable scenarios, cutting-edge visuals, and a soundtrack fit for Silicon Valley royalty—suggests a deep investment in the craft of storytelling. But as the data makes clear, polish isn’t synonymous with impact.

This is an era where consumers crave authenticity and distinctiveness. Ads must not only inform but also inspire, entertain, and forge a lasting emotional imprint. By failing to build clear associations between ChatGPT and the scenarios depicted, OpenAI’s campaign risks being forgotten as quickly as it is consumed.

The High Stakes of Consumer Engagement

For OpenAI, the stakes could not be higher. The company’s ambitions hinge on converting curious browsers into committed subscribers, especially as the AI marketplace grows more crowded and competitive. The need to differentiate ChatGPT—to make it not just useful, but essential—is paramount.

Yet, as research shows, the current campaign is falling short. Emotional response is weak, branding is muddled, and projected impact on sales is minimal. In short, OpenAI’s ads are failing at the very tasks they were designed to accomplish.

Lessons for the Tech Titans—and the Industry at Large

The struggles of OpenAI’s campaign offer a cautionary tale for any brand, especially those in the tech sector. In a landscape dominated by rapid innovation and shifting consumer expectations, marketing must move beyond the functional and embrace the emotional. Distinctive assets, clear storytelling, and mid-ad branding are not optional—they are essential.

For OpenAI, the challenge is clear: rethink what it means to connect with audiences. The company’s investment in mass media and influencer partnerships should be matched by a commitment to authentic, memorable creative that builds lasting brand equity. Whether future iterations of its campaign will heed these lessons remains to be seen.

Looking Ahead: Will OpenAI Course-Correct?

As OpenAI’s ads continue to run through 2025, the company faces a pivotal moment. Will it double down on its current approach, hoping that frequency and reach will overcome creative shortcomings? Or will it pivot, investing in work that not only showcases ChatGPT’s capabilities but also forges the emotional bonds required for lasting impact?

For now, the data is clear: the campaign is missing the mark. But as the world of AI evolves and consumer expectations shift, the opportunity for redemption remains—if OpenAI is willing to listen, learn, and adapt.

In the high-stakes world of tech advertising, surface-level polish is never enough. The brands that succeed are those that connect, inspire, and endure. For OpenAI, the journey to meaningful engagement has only just begun.