GPT-5, AGI and the future of advertising

In the very first episode of the official OpenAI podcast, OpenAI CEO Sam Altman shares an ambitious vision of the future with GPT-5 and the promise of General Artificial Intelligence (GAI). For marketing teams, these technologies are no longer the stuff of science fiction: they're already redefining the rules of the game.

Here we take a look at the impact of these advances on marketing performance, personalization and innovation.

GPT-5: beyond content, a new era of creative marketing

In the episode, Sam Altman evokes an ambitious vision of GPT-5: a more coherent, unified model, capable of combining text, image, voice and search in a single interface. We're talking here about "magic unified intelligence", an AI capable of integrating and reasoning about complex contexts, much like a simplified human brain.

For marketing decision-makers, this means that content generation is no longer limited to text: it extends to AI-scripted videos, ultra-natural voice chatbots, or cross-media campaigns generated in a matter of minutes.

A central role for marketing decision-makers

Integrating GPT-5 into marketing strategy is not a technical task, but a management decision. The marketing manager becomes an AI orchestrator, responsible for :

• identifying relevant use cases (mass personalization, conversion tunnel automation, intelligent lead scoring)

• selecting the right tool levels (free version, ChatGPT Plus or Team/Enterprise),

• supervising the creation of AI-generated content according to brand, ethical and performance criteria.

High ROI use cases

• Ultra-personalized content for each customer segment, automatically generated from CRM data

• Real-time adaptive campaigns, where AI tests, analyzes and adjusts messages based on reactions

• Deep research marketing, where GPT-5 generates strategic syntheses from thousands of sources to feed your briefs and plans.

Advertising in GPT-5?

After discussing high-ROI uses, Sam Altman turns to the delicate question of advertising in ChatGPT. He confides that he's "not totally against it". However, he insists on a very demanding implementation: "we need to preserve trust", because users trust ChatGPT. Injecting advertising into a conversational agent would risk blurring this relationship of trust, at the heart of the user experience.

In recent months, OpenAI has recruited a number of senior executives from leading ad tech teams at X, Meta, Instagram and Google, all with remarkable experience in the industry.

In public discussions, users echo this nuance: "We wouldn't touch the model answers, but affiliate links or sidebar ads are on the table."

For marketing teams, this means rethinking their approach:

• Conversational visibility: position yourself as a reliable source so that GPT-5 naturally mentions your brand or products

• Integrated but respectful advertising: prioritize non-intrusive formats (links, discreet ads), without disrupting user trust

• Offer real value: invest in rich, relevant content that can be relayed via suggestions or AI agents such as "deep research".

AGI: understanding what's changing

AGI (general artificial intelligence) is defined as AI capable of performing any intellectual task that a human can do. According to Sam Altman, it could surpass humans in many areas, from coding to scientific discovery.

For marketing, this means the end of repetitive tasks, and the evolution towards an assistant intelligence capable of making strategic decisions.

Sam Altman speaks of the need to create a whole new technological infrastructure to accompany AGI: dedicated hardware, in collaboration with Jony Ive (Apple's iconic designer), massive data centers, and advanced security systems.

Consequences for CMOs:

• anticipate the impact of new native AI media (integrated personal assistants, conversational hardware),

• collaborate with IT teams to integrate advanced AI processing capabilities,

• align their marketing roadmap with future interaction standards (voice interfaces, intelligent decision assistants).

5 concrete actions for your marketing team

1. Train your teams
   Raise awareness and train marketing teams in generative AI, to develop a culture of continuous innovation.

2. Audit use cases
   Identify the most profitable levers for marketing automation, content generation or predictive analytics.

3. Launch GPT-5 pilots
   Gradually test GPT-5 via ChatGPT Plus or Team to experiment with practical cases (emailing, video scripts, social media).

4. Structure AI governance
   Define internal rules on the use of AI-generated content (brand consistency, human verification, intellectual property).

5. Prepare for the AGI era
   Monitor developments on major platforms (OpenAI, Google DeepMind) and anticipate the investments needed for AGI (infrastructure, partnerships, R&D strategy).

Caution: promise yes, but vigilance too

While the benefits are immense, Sam Altman also reminds us of the risks associated with AGI, notably misuse. This implies a new responsibility for marketing managers: to integrate AI in an ethical, transparent and controlled way.

Tomorrow's pioneers will be today's marketing managers

GPT-5 is not just a tool, but a strategic lever for rethinking marketing as a whole. And AGI promises, in a few years' time, to take the company into a new dimension of efficiency and creativity.

Marketing managers who start, test, learn and anticipate today, will be the true leaders of tomorrow's marketing innovation!