With Over 250 Million Users Weekly, OpenAI is Reshaping How Students Interact With Technology
In a marketing manoeuvre that’s already making waves across lecture halls and library desks, OpenAI has launched its first major brand campaign—and it’s aimed squarely at university students grinding through exam season.
Announced by CMO Kate Rouch, the campaign gifts free access to ChatGPT Plus for all eligible college students in the U.S. and Canada through to the end of May.
The AI Revision Revolution
Whether students are pulling all-nighters, fine-tuning CVs, planning summer escapes, or just trying to survive finals week, OpenAI wants ChatGPT to be their virtual sidekick.
The campaign showcases the tool’s ability to help with studying, job hunting, scheduling, and even fitness planning.
“This is our first scaled marketing campaign,” said Rouch in a LinkedIn post, “and it shows students the many ways to take advantage of ChatGPT as they study, work out, try to land jobs, and plan their summers.”
The campaign will roll out across billboards, digital ads, podcasts, and other channels in the coming weeks—marking OpenAI’s transition from quiet innovation leader to full-blown consumer brand.
Why Students, Why Now?
The two-month offer—running from 31 March to 31 May—grants access to ChatGPT Plus, the premium tier typically priced at US$20/month. Students can enjoy:
Advanced voice interactions
More powerful reasoning tools for deep research
Higher messaging limits
Larger file uploads
All with the latest AI capabilities, entirely free of charge.
This isn’t just a feel-good gesture. It’s a smart, strategic move.
University students represent a generation growing up with AI as second nature.
By embedding ChatGPT into their academic and daily workflows, OpenAI is securing mindshare and loyalty early—a savvy long-term growth play.
It also strengthens OpenAI’s academic ties, following successful deployments of ChatGPT Enterprise at Oxford and UPenn, and the launch of ChatGPT Edu for responsible university-wide usage.
A Billion-Dollar Bet on AI for Everyone
This campaign follows OpenAI’s February rebrand and Super Bowl debut, also led by Rouch, who joined as CMO in December.
The US$14 million Super Bowl spot, co-created with Accenture Song, used mesmerising pointillism to introduce the world to the soul of ChatGPT.
While it’s unclear whether Accenture Song is behind this new campaign, the creative ambition remains evident.
OpenAI is telling a broader story now—of usefulness, accessibility, and mainstream adoption.
With more than 250 million users weekly and projected revenues set to triple to US$12.7 billion in 2025, OpenAI’s rapid rise is reshaping how consumers interact with technology.
This student-targeted campaign reinforces that growth trajectory, positioning the brand not just as a tech powerhouse, but as an indispensable everyday tool.
