OpenAI’s recent ads for ChatGPT were everywhere—NFL Primetime, streaming platforms, outdoor, and beyond. Press coverage hailed the AI company’s biggest marketing push yet as a new chapter of AI brand building.

But few pointed out just how incredibly poor the ads were.

Set aside the irony of an AI company relying on traditional media to promote its product. Focus instead on the dire creative quality of the two TV spots, Pull-Up and Dish.

Research firm System1 tested both ads with a representative panel of U.S. consumers. The results confirm that while AI tech bros continue to kill it with product development, they’re lightyears behind on the rest of the marketing challenge.

Both ranked in the lowest quintile for long-term growth and short-term sales impact. That’s incredibly bad, even f

See Full Page