The spots show mundane moments of quiet triumph, superimposing the prompt that led to this outcome.<\/p>\n
![\"Video](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2025\/09\/1759239249_145_hqdefault.jpg\")
<\/p>\n
A man manages ten pull-ups while an exercise routine scrolls over the top of his exertions.<\/p>\n
A woman is quietly impressed with her boyfriend\u2019s home-cooked meal as the menu runs across the final fifteen seconds of the ad.<\/p>\n
![\"Video](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2025\/09\/1759239250_646_hqdefault.jpg\")
<\/p>\n
The message is simple and profound.<\/p>\n
AI is here for everyday tasks.<\/p>\n
\u201cWith 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,\u201d says OpenAI’s Karskens.<\/p>\n
\n Want to go deeper? Ask The Drum<\/p>\n
This move cannot come quickly enough. Whisper it while your computer sleeps, for all the hype and spectacular product advances \u2013 the marketing behind AI has been terrible to date.<\/p>\n
How terrible has the marketing of AI been so far?<\/p>\n
There are the risible brand names that sound like failed Bond villains (Claude, Gemini, Copilot).<\/p>\n
The confusing, overlapping upgrades that have seen a platform like ChatGPT launch fifteen, yes fifteen, named upgrades in less than three years of commercial operation. Catchy names like GPT-4, GPT-4o, GPT-4o mini and o4-mini beat the user into stupefied submission. <\/p>\n
Add in the extra layer of confusion that comes when these platforms offer to switch between half a dozen other products during any task, and you have a recipe for total indistinctive non-differentiation.<\/p>\n
Do you know which AI platforms you have registered for?<\/p>\n
Me neither.<\/p>\n
The pricing and purchase experience are similarly flawed.<\/p>\n
Bemusing, constantly changing pricing structures that include credits, tiers, paywalls, pro features and shifting usage limits leave consumers confused.<\/p>\n
\u201cChatGPT Pro\u201d at \u00a3200 a month sits alongside free tiers, usage credits, and pricing models that change faster than a startup’s mission statement. Midway during purchase, you are often offered the chance to buy extra software at a low, low price. By the end of the acquisition of supposedly next-generation software, you need a shower, a lie-down and two Advil.<\/p>\n
And the results are exactly what you\u2019d expect when engineers run marketing. 48% of US adults say they don\u2019t understand what AI tools actually do<\/a>. Nearly half of current users do not distinguish between different brands or types of AI.<\/p>\n All this sub-par marketing and consumer confusion is bad for business.<\/p>\n The entire global consumer AI market was worth $12bn last year. Sounds impressive? Netflix makes that in just a quarter.<\/p>\n The reason it\u2019s so small isn\u2019t because of a lack of interest or uptake; it\u2019s because the differentiation and subsequent pricing of the AI giants is completely laughable. Only 3% of ChatGPT users pay for subscriptions. OpenAI admits just 5% of weekly active users fork over any cash whatsoever. Things are looking genuinely stupid in the realm of artificial intelligence.<\/p>\n And the big companies can no longer point to adoption curves to save them. Growth has flatlined faster than a startup’s culture after Series B funding.<\/p>\n Usage in North America and Europe has stalled.<\/p>\n Anthropic is surviving on enterprise deals because consumers couldn\u2019t pick Claude out of a lineup if their lives depended on it. Perplexity loses $7m in a good month. Grok\u2019s parent company, xAI, generates around $41m in revenue and loses $1bn every month as it tries and fails to compete at scale with OpenAI and Google. Meanwhile, Google\u2019s Gemini and Microsoft\u2019s Copilot are drowning in complexity. Little more than buttons that get in the way of everyday usage.<\/p>\n Yes, I appreciate that we are operating in the Bezos realm, where short-term profitability is a distraction. But with so many undifferentiated players in the market, such little growth and so many problems in monetizing their offers \u2013 there is a code red moment approaching for the whole AI industry.<\/p>\n And now VCs are starting to call it.<\/p>\n Recent surveys show they\u2019re rating generative AI adoption as \u201cstalled outside core enthusiast audiences\u201d \u2013 VC-speak for \u201cwe\u2019re fucked if something doesn\u2019t change.\u201d<\/p>\n And here\u2019s where it gets delicious.<\/p>\n After years of sneering at traditional media, proclaiming the death of television, and genuflecting at the altar of digital creation and programmatic media, what does OpenAI do when the chips are down?<\/p>\n It buys TV ads.<\/p>\n Lots of them.<\/p>\n Not performance marketing.<\/p>\n Not growth hacking.<\/p>\n Not some AI-optimized, micro-targeted, real-time-bidding horseshittery.<\/p>\n Just good old-fashioned television advertising. The same medium that built Coca-Cola, Nike, and every other brand worth a damn since 1951.<\/p>\n So much for AI-generated creative, too. OpenAI ignored its own PR playbook and hired human directors, real actors in actual settings. Then, it produced old-school 30-second ads. It even shot on 35mm film because nothing says \u201ctrust in our digital future\u201d like the analogue cinematography they used for Gone with the Wind. It\u2019s like watching a teenager finally admit their parents were right all along.<\/p>\n \n Suggested newsletters for you<\/p>\n Catch up on the most important stories of the day, curated by our editorial team.<\/p>\n Stay up to date with a curated digest of the most important marketing stories and expert insights from our global team.<\/p>\n
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