In the garden, a duplicate charge on an account needs to be checked. At a table with clay, an online shop needs to be created. While driving, a sailboat needs to be found and booked. None of these moments look like working at a computer, and that is precisely the point of the new OpenAI campaign.
The three women who introduced audiences to the new ChatGPT Voice in July are back in front of the camera. SJ Mendelson, Lavelle Roby and Constance Brenner then showed, through conversations, interruptions, pauses and background noise, how much more natural communication with voice AI could feel. A few months later, their task is different: they are no longer showing only how to talk to ChatGPT, but also what we can leave it to do.
The Get Stuff Done With ChatGPT Voice campaign follows them through a series of everyday situations in which the phone stays to the side while the work is done by voice. One of them, while gardening, asks for an account to be checked for a possible duplicate charge, followed by a cancellation and refund. Another, while working with pottery, initiates the creation of an e-commerce website. The third uses Voice while driving to book a sailboat.
The change in the script also reflects a change in the product itself. ChatGPT Voice can now work with plugins and connected apps, use their information and initiate tasks through spoken instructions. Voice has also been introduced into ChatGPT Work, making the idea of an assistant that works while the user is away from their desk the campaign’s main product argument.
That is why the new spot does not try to turn the technology into a spectacle. On the contrary, it is mostly kept out of the frame. The women garden, drive, walk dogs or go about their own activities, while interaction with ChatGPT happens along the way. The phone is not the central object in the scene, but a tool working alongside them.
The choice of the same protagonists also takes on a new function. In the first campaign, their role was to make the new technology feel less unfamiliar and show that voice AI does not require any special technical knowledge. Now the same idea moves a step further. If more complex digital tasks can be handled with a simple sentence spoken while doing something completely different, the product is no longer presented as something users need to learn how to use, but as something that should fit into everyday life.
The two-minute hero film was once again created in-house at OpenAI. It was written and directed by Daniel Fradin, a member of the internal creative team that also worked on the previous campaign.
