"Vibe marketing used to be a punchline. OpenAI is turning it into a product strategy. That probably wasn't the intent when CEO Sam Altman rolled out a slate of updates at the company's first developer conference in two years earlier this week, but the subtext was hard to miss: OpenAI wants ChatGPT to be the operating system for everything, from enterprise workflows to toys, and yes, marketing too."
"The conference didn't have to say as much. It showed it on loop. Apps that bring companies directly into ChatGPT. Custom GPT-powered agents that handle customer interactions. Lower-cost models for voice and image generation. A new take on short-form video, via Sora 2, that turns prompts into motion. None of these updates were aimed squarely at marketers but they landed like a product roadmap for marketing's future. And yes, it sounds big, maybe even overreaching."
OpenAI is positioning ChatGPT as a platform that will power enterprise workflows, consumer products, and marketing through apps, custom GPT agents, and cheaper voice and image models. Marketers face a shift from time- and budget-centered brand building toward strategies defined by speed, automation, and accessibility. New tools like Sora 2 for short-form video generation and integrations that bring companies directly into ChatGPT create faster paths from idea to product. Brands will need to make storytelling machine-readable and machine-verifiable as audiences rely on agents for truth-finding. The shift offers creative opportunities while forcing marketers to rethink processes, measurement and audience definitions.
Read at Digiday
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