OpenAI turns billboards into canvases for creativity

OpenAI has launched its first large-scale Out-of-Home campaign for ChatGPT Images, transforming billboards across major US cities into public showcases of creator-led imagination. 

Running from May through August across Los Angeles, New York, Detroit, Chicago and Miami, the campaign moves away from traditional product advertising and instead places user-created works at the centre of the narrative. Developed in-house, the initiative features visuals generated using ChatGPT Images by artists and creators from each city’s creative community. 

Rather than highlighting product specifications or technical capabilities, the campaign demonstrates the platform’s potential through real-world creative expression. Each billboard reimagines its immediate surroundings, turning familiar urban landscapes into unexpected visual experiences. From a skateboarder soaring above New York’s cityscape to a portal-like installation wrapping around a Los Angeles building, every execution has been specifically designed to respond to the architecture, culture and energy of its location. 

The campaign also introduces a dynamic element in Miami, where a live billboard near the Pérez Art Museum showcases a rotating collection of user-generated creations. The installation features whimsical and surreal interpretations of the surrounding environment, further reinforcing the idea of OOH as an evolving public canvas. 

By choosing a creator-first approach, OpenAI positions ChatGPT Images not simply as an AI image generation tool but as an enabler of human creativity. The campaign reflects a broader shift in how technology brands are approaching marketing—moving from feature-led communication towards showcasing communities and real-world applications. 

Importantly, the initiative also highlights OOH’s unique ability to turn digital creativity into shared public experiences. By taking AI-generated art out of screens and placing it into urban environments, OpenAI demonstrates how outdoor media can serve as a bridge between technology, culture and community engagement.