OpenAI has launched a retro-themed advertising campaign for ChatGPT, positioning the AI assistant as a helpful companion rather than revolutionary technology. The ads feature young people in nostalgic settings using ChatGPT for everyday tasks like cooking recipes and planning trips, created by agency Isle of Any.

This campaign arrives as 57% of Americans believe AI will cause more harm than good. By downplaying technological complexity and emphasizing human connections, OpenAI aims to reduce public skepticism and make AI more approachable for mainstream adoption.

The strategy reflects a calculated business decision to present AI as "with us, not for us." Unlike previous tech marketing that highlighted disruptive innovation, this approach trades grand promises for relatable scenarios, potentially accelerating consumer acceptance in a market wary of artificial intelligence's implications.