In autumn 2025, ChatGPT released its first major brand campaign, and its first international one. Big milestones, but what really stood out was the emotion. LinkedIn was full of praise for how human it felt, authentic, warm, and deeply relatable.
Developed by OpenAI’s in-house team in collaboration with Isle of Any, the campaign celebrates everyday creativity: people learning new skills, making things that matter, and finding small moments of growth. Directed by Miles Jay and shot on 35mm film through Smuggler, it combines traditional storytelling with real cinematic craft. It’s a refreshing change from the usual tech advertising that often feels cold and product-driven, (even gaining Mark Ritson’s approval!).
The timing is significant. ChatGPT has seen extraordinary global growth, now used by over 700 million people each week, according to Kate Rouch, CMO at OpenAI. But with competitors like Claude launching their own campaigns, the race for user loyalty is heating up. This campaign is clearly part of a bigger strategy: to establish ChatGPT as a brand with heart. It marks a shift from functionality to feeling, from product promotion to real brand storytelling.
How well will the campaign land in the three launch markets, the US, UK, and Republic of Ireland? And if extended across Europe, how will the creative platform hold up?
The focus on everyday moments and small wins in cooking, fitness, and creativity is smart. It’s broad enough to connect with audiences across the UK, Ireland, and wider Europe. The idea resonates especially well in markets where people are open to using digital tools to support their goals.
However, in markets where there’s still some scepticism around AI, this human-centred approach comes at exactly the right time. By showing people using the product naturally, rather than focusing on the technology itself, ChatGPT helps build trust, something other tech brands could learn from!
Visually, the campaign feels clean and relatable, with homes and outdoor spaces that are modern but not overly polished. There are some details that clearly place the ads in the United States, such as architecture, powerlines and car number plates. However because the overall narrative is universal, these details are unlikely to cause issues as long as the copy and voice are properly adapted.
There are also nice touches in the UK adaptation, like visuals on countryside stone walls and a sign pointing to “Stow-on-the-Wold,” which suggests the creative will be thoughtfully adapted to extend across Europe.
While the visuals are accessible, the on-screen text – the prompts and replies – will need careful localisation. Phrases like “play it cool” or “no-fluff plan” don’t always translate naturally, even between English-speaking countries. For example, in the UK version, the line “Help me train to do pull-ups by fall” was changed to “by autumn.” These small changes show that the team at ChatGPT understands how to adapt to local audiences. Getting tone, nuance, and cultural references right is what makes a campaign feel truly local, not just translated.
The casting feels genuine, with real people, not models but it could be more diverse. The focus on younger, urban individuals doesn’t fully reflect ChatGPT’s broad user base across Europe. A mix of ages, backgrounds, and lifestyles would make the campaign more inclusive and relatable as it expands internationally. Of course, the choice to highlight younger users may be intentional, positioning ChatGPT with a specific audience in mind.
ChatGPT’s campaign shows what happens when a tech brand leads with emotion. It’s proof that products need human storytelling to connect. Overall, we are big fans of the campaign and we think that with careful adaption, it will travel well in European markets and beyond. And to the team at OpenAI and ChatGPT, if you need support making that happen efficiently, you know where to find us!
At Freedman, this human first approach sits at the heart of what we do. Like ChatGPT, we see technology and especially AI as a creative partner, helping to unlock stronger, more human ideas. If your brand is preparing to go international for the first time, we can help make sure your campaign connects across cultures, languages, and markets, without losing what makes it uniquely yours.
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If you have an international campaign you think needs our help, get in touch today.