"Debuted during NFL Primetime, the ads are slated to run in the US and UK on traditional media - TV, streaming platforms, paid social, outdoor and influencer partnerships through the end of 2025. But underscoring the AI industry's formidable struggles with public perception, Adweek reports that themarketingresearch company System1 tested both theabove ads witha panel of US consumers - and the results were absolutelydismal."
"Adweek reports that themarketingresearch company System1 tested both theabove ads witha panel of US consumers - and the results were absolutelydismal. System1 measured panelists' emotional response to theads based on famed University of California psychologistPaul Ekman's framework of universal emotions: happiness, surprise, sadness, fear, anger, disgust, and contempt, plus a neutral option. They also leveraged a proprietary tool to capture second-by-second emotional responses."
OpenAI launched a high-production ad campaign showing users leveraging ChatGPT in intended-to-be-relatable everyday moments. Ads titled "Dish" and "Pull Up" depict dating and exercise scenarios driven by ChatGPT prompts. The spots debuted during NFL Primetime and will run across TV, streaming, paid social, outdoor and influencer partnerships in the US and UK through the end of 2025. Marketing-research firm System1 tested the ads and found dismal results. System1 measured emotional responses using Paul Ekman's framework and a proprietary second-by-second tool. Both ads ranked in the lowest fifth for long-term growth and immediate sales impact, and many panelists couldn't identify the brand until the ChatGPT logo appeared.
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