"OpenAI has rolled out its largest-ever ChatGPT marketing campaign, focusing on real-life use cases, global expansion, and a big push toward monetization."
OpenAI’s Biggest Marketing Push Yet
OpenAI has officially launched its largest marketing campaign for ChatGPT in September 2025. The move aims to boost adoption, deepen user engagement, and strengthen monetization at a time when the company is experiencing rapid revenue growth. Unlike earlier ads that celebrated AI milestones, this campaign is centered on human moments showing how everyday people use ChatGPT in real life.
What Makes This Campaign Different?
The campaign is running across multiple channels including TV, streaming platforms, outdoor ads, paid social, and influencer promotions in the U.S. and U.K. The creative angle is clear: instead of showing futuristic tech, the ads depict relatable scenarios like students using ChatGPT to study, young people planning trips, or someone seeking fitness advice.
“Our goal is for people to look at these moments and think, ‘this is for me,’” said Kate Rouch, OpenAI’s Chief Marketing Officer.
The campaign was developed by agency Isle of Any, directed by Miles Jay, and produced by Smuggler. Interestingly, while AI played a role in brainstorming, much of the campaign relied on human creativity, with ChatGPT serving as a co-creator rather than the lead driver.
How About India?
India, now OpenAI’s second-largest market, is getting a localized version of the campaign. Billboards in major cities highlight everyday uses such as budgeting, scheduling, or creating meal plans. Instead of jargon-heavy messaging, the ads lean into practicality and simplicity.
OpenAI has also launched ChatGPT Go, a low-cost plan designed for the Indian market, alongside a major education push donating 500,000 licenses to teachers and students in partnership with the Ministry of Education.
Revenue Growth: Can Ads Become the Next Big Thing?
OpenAI’s financial story is just as interesting as its ads. By mid-2025, the company’s annualized revenue hit $13 billion, up from $4 billion in 2024 a massive 194% year-over-year growth rate. Most of this comes from ChatGPT subscriptions and enterprise contracts, with additional revenue from APIs and business tools.
However, despite strong revenue, OpenAI is still burning cash nearly $8 billion projected for 2025 mainly due to infrastructure and research investments.
| Metric | 2024 | Mid-2025 |
|---|---|---|
| Annualized Revenue | $4B | $13B |
| Weekly Active Users | 500M+ | 700M+ |
| Paid Subscribers | ~2M | ~5M |
OpenAI’s challenge is converting free users into paying ones. Out of 700 million weekly active users, only about 5 million currently pay for premium or business features. To change this, OpenAI is staffing up a new advertising division, building in-chat ad infrastructure, and even hiring a senior leader to manage ChatGPT ads under Fidji Simo, CEO of Applications.
Competition and Broader Context
This marketing push is part of a wider industry trend where AI companies shift from tech-heavy demos to relatable storytelling. OpenAI’s rivals including Google’s Gemini and Perplexity are also leaning into user-centered marketing and global expansion strategies. By combining brand storytelling with practical affordability, OpenAI aims to stay ahead in the generative AI race.
FAQs
Why is OpenAI focusing on human-centered ads?
The company wants ChatGPT to feel relatable, not just powerful. By showing real-life situations, OpenAI hopes more users will see the tool as useful in their daily lives.
Will ChatGPT show ads inside the app?
Not yet but OpenAI is actively hiring for ad-related roles and building an ad platform. This could become a major revenue stream in the near future.
What is ChatGPT Go?
It’s a cheaper plan designed for India, making ChatGPT more accessible to students, professionals, and educators. OpenAI is also giving free licenses to 500,000 teachers and students in India.
