OpenAI on Tuesday unveiled its first ChatGPT brand campaign aimed at the South Korean market, titled "ChatGPT for everything".

The campaign will be released in stages across TV, outdoor advertising in major areas such as Samseong-dong, Gangnam and Gwanghwamun in Seoul, and digital platforms including YouTube and Netflix. It is OpenAI's first brand campaign planned and produced for the South Korean market.

The slogan, "ChatGPT for everything", is meant to convey that ChatGPT is an AI partner that helps with planning and execution in various moments of life, including work and study as well as moving and marriage.

The first ad, titled "Help me find my new home", shows a couple preparing to move who use ChatGPT to find information, compare options and work through the preparation process. OpenAI plans to release follow-up campaigns in stages on themes covering various everyday situations, including marriage.

OpenAI said it reflected enhanced agentic AI capabilities in the campaign, including ChatGPT Work. It supports functions that find needed information from apps and files connected by users, carry out tasks through multiple steps, generate outputs such as documents, spreadsheets and presentations, or operate a computer on a user's behalf.

The ad was directed by Korean-Canadian film director Anthony Shim (앤서니 심), who directed the film "Riceboy Sleeps". It uses Kim Kwang-seok's "The Wind and I" as background music to create an everyday and familiar atmosphere.

Kyunghoon Kim (김경훈), head of OpenAI Korea, said ChatGPT is evolving beyond a tool that answers questions into a partner that helps people plan what they want to do, carry it out and complete it to the end. He said he wanted the campaign to show that ChatGPT can offer practical help not only at work but also at important moments in life such as marriage.