ChatGPT Finds Humans Useful
October 10, 2025
OpenAI is chasing consumers during primetime football games, we learn from 9to5Mac’s piece, “Pressure Mounts on Siri as ChatGPT Ads Start Airing on Primetime TV.” The first of these ads premiered during NFL Primetime. We are told the campaign focuses on ways people are using ChatGPT in their everyday lives, like creating recipes or fitness plans. So wholesome! (We assume they are leaving out the many downsides of overreliance on the tech.) Does this mean firm’s second Super Bowl ad will be more down to earth than its first one?
Writer Ben Lovejoy asserts this campaign highlights how embarrassingly far Apple’s Siri is behind ChatGPT. iPhone users have the option to get an answer from ChatGPT when Siri fails them. But, as Lovejoy notes, the permission prompt serves as a spotlight on Siri’s inadequacies.
The ad campaign comes with an interesting caveat. We learn:
“With growing concern in the creative sector around the use of AI, the company has gone out of its way to ensure that no artificial intelligence was used for the actual creative work. Creative Review reports: Crucially, the campaign was created largely through human endeavour, with the team at OpenAI noting that: ‘Human craft was central to the campaign’s creation. Every frame was shot on film, shaped by directors, photographers, producers and many more masters of craft.’ That ‘largely’ rider reflects that ChatGPT was used for some background work, with ‘streamlining shot lists and organising schedules’ given as examples.”
Will this acknowledgement that real life is better than AI fakery backfire on the premier AI company? And no Sora?
Cynthia Murrell, October 10, 2025
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