Anu Adegbola
Key takeaways
- 1:00Brands advertising on ChatGPT now are brave idiots—OpenAI has a questionable reputation, there's no performance data, and CPMs are $60, the same as Super Bowl rates [1].
- 3:02Competitors like Anthropic are deliberately avoiding the ChatGPT ad market and positioning themselves as ethical alternatives, while pushing against OpenAI's perceived arrogance and monopolistic behavior.
- 5:10The new wave of ChatGPT optimization experts and agencies claiming to build AI marketing strategies represent hype without substance; real marketing strategy is about meeting customer needs, not trends.
- 6:10Effective PPC fundamentals remain unchanged: understand your customer demographic, identify where they actually spend time (newsletter, print, or AI), and optimize for reaching them faster and better.
- 8:12Stop following thought leaders on whether to use tools like robots.txt and instead test what works for your specific business; hype and expert consensus matter less than direct experimentation.
Questions Anu Adegbola answered
Yes, early adopters are brave idiots. OpenAI has a questionable reputation, there's no data to justify the spend, and CPM rates are $60—equivalent to Super Bowl advertising costs.
Anthropic is deliberately avoiding the ChatGPT ad market and instead positioning itself as an ethical alternative. There's evidence that OpenAI is engaging in dodgy practices, and Anthropic's strategic approach may help them gain ground over time.
Like Google's monopoly in search, OpenAI is trying to establish dominance in AI. Their arrogance means they likely won't feel urgency to provide data—they believe they're the only game in town and advertisers will spend regardless.
Piss off. Real marketing is about building content customers want to see, not chasing the latest AI trend. Agencies claiming to build AI-optimized strategies without understanding fundamentals are contributing to hype, not value.
Fundamentals haven't changed: focus on what your customers need, where to find them faster, and tailor strategy to their demographics. Not every brand should advertise on AI—some customers still prefer newsletters or print.
In Anu Adegbola's words
“The first people who go after this thing is yeah, it's a bit of like, you know, brave idiots. ChatGPT and OpenAI having a lot of like very questionable reputation right now.”
“They're like ChatGPT this. I speak to my friends and even the the people who are into the tech of things, they know about Claude, but like the general person who's just like, you know, who are the people who you work in fashion, they work as lawyers. All they know in terms of AI, they think ChatGPT.”
“It's about doing marketing well. It's about doing building content that your customers want to see. The whole there's a whole new way of optimizing and it's all it's all about what AI is going to do. My answer is piss off.”
“The fundamentals have not changed. Guys, the fundamentals have not changed. It's still about what your customers need to see? How can you get to them faster? Where are they?”
“Test and see if it works for you. And if it doesn't work for you, scrap it. Is is it that hard a thing to test?”