OpenAI launches French ad campaign

OpenAI has begun an advertising campaign in France, featuring two grandmothers interacting with ChatGPT in a series of films. These films, shown on catch-up TV and streaming services since October 19, promote the voice mode of the assistant, emphasizing real-time conversation and interruptions.

New French voices introduced

Four days before the campaign started, OpenAI launched two new French voices called Aube and Rivage. These voices are designed to better handle French pronunciation and are used in the films, with scenarios referencing events from the summer. The voices aim to improve the user experience for French speakers.

GPT-Live allows interruptions

Since the release of GPT-Live in July, users can interrupt ChatGPT mid-sentence, and the assistant continues to listen and respond. In the campaign, this feature is demonstrated, with ChatGPT managing interruptions and translating in real time. However, free users and those on the Go plan get a lighter version of the voice with ads included.

Campaign features real-life scenarios

In one film, a character named Monique asks for a simple explanation, while another character, Hakim, tries to interrupt ChatGPT mid-response. Another scene shows Sophie checking dates for a visit to historical Paris and booking a hair appointment. The films show the assistant handling deviations from planned text, maintaining the flow of conversation.

Clarifying voice functions

OpenAI distinguishes between voice dictation, which converts speech to text, and ChatGPT Voice, meant for natural conversation. These two functions are combined in the company’s user statistics, which reported over 150 million weekly users for voice and dictation in July. The company even uses a grandmother in its example requests, asking for help translating conversations between French and English.

Limited access to advanced features

OpenAI reserves the full GPT-Live-1.1 model for Plus subscribers and higher-tier plans. Free and Go users get a lighter version with ads and limited features, such as screen sharing and object filming, which are only available in the old advanced voice mode for paying users on iOS and Android.

Ads appear both inside and outside ChatGPT

Since August 24, OpenAI has shown advertisements within ChatGPT responses for free and Go users. The company is thus both purchasing ad space for its campaign and selling ad placements within the app. PHD, OpenAI’s media agency, has secured spots on major platforms like TF1+, M6+, Canal+, Netflix, Prime Video, and Disney+, with a longer version of the ad on YouTube.

Campaign goals and challenges

OpenAI hopes its grandmother characters will inspire users to explore the voice mode’s daily benefits. However, some users might struggle to find the new French voices, as they are not always available in the settings of ChatGPT and may vary by account.