'Get Stuff Done with ChatGPT Voice': Good to talk? - DecisionMarketing

Now it's OpenAI's turn in the spotlight. And why not? After all, it seems almost everyone has been using its technology for ages. People use it for everything from writing CVs and shopping lists to hacking websites and writing university papers.

More than 1.2 billion people around the world are now said to use ChatGPT. OpenAI wants to show how much people can do with ChatGPT Voice without using their hands. To do this, the company is launching a new advertising campaign showing off the tool's latest features.

“Get Stuff Done with ChatGPT Voice” shows how the tool can now translate conversations as they happen and carry out tasks. It can connect to email, calendars and Slack. It can also create documents and spreadsheets, write draft emails and complete tasks in a web browser. People can do all of this simply by speaking, without needing to use their hands.

The main part of the campaign is a series of videos featuring three grandads using ChatGPT Voice in their daily lives. The videos show how easy it is to talk to the tool in a normal way, say your thoughts out loud and ask more questions without having to type anything.

The videos were created by OpenAI's own creative marketing team, working with MindsEye. Mat LaRoche directed them, and they were filmed in London. PHD was responsible for planning where the ads would appear and arranging their placement.

In one video, Jim uses ChatGPT Voice to help plan his family's upcoming trip to Casablanca in Morocco. In another, Ray checks whether he is saying Spanish words correctly. He then asks the tool to translate a conversation as it happens so he can speak with a Spanish-speaking friend. Finally, Terry asks ChatGPT Voice for ideas to help him solve a crossword puzzle.

The videos also have some fun with the usual way advertisements are filmed. The camera crew can be seen on screen, and the grandads sometimes stop following the script and talk directly to the director. The idea is to make people want to try ChatGPT Voice by showing how useful it can be in everyday situations, especially when they are too busy to stop and type.

The campaign will begin running in the UK this week. The ads will appear on video streaming services including ITV, Channel 4, Sky, Amazon Prime, Netflix and Disney+. A longer, two-minute video will appear on YouTube. The campaign will also run on Instagram, TikTok and Facebook.

Elke Karskens, OpenAI's international marketing director, said that simply having a conversation can be the first step toward getting something done. She explained that ChatGPT Voice lets people talk through an idea, make a document or translate speech immediately, all without using their hands. She hopes the three grandads will make people curious about how they could use ChatGPT Voice in their own lives.

So, what do people in the Decision Marketing office think about all this?

Well, if you believe everything these ads show, you might start thinking you don't need friends anymore, even though the three older men clearly enjoy joking and talking with other people. ChatGPT Voice seems able to help with almost anything, and it can even tell jokes. But, as the grandads themselves point out, it still can't make you a cup of tea or collect your grandchildren from school. At least, not yet. Perhaps one day it will.

But what about the serious threats to humanity, including the possibility of disaster, that OpenAI CEO Sam Altman has warned about? You certainly won't see any of those dangers in these advertisements. Then again, that's how advertising works: it shows the good parts and leaves out the worrying ones.

Decision Marketing Adometer: An 'AI-megeddon my arse' 8 out of 10