ChatGPT, Sora, Operator, and OpenAI’s new image generator are impressive, but the truly remarkable achievement is OpenAI’s Go-to-Market (GTM) strategy. These products have enhanced workflows and boosted revenue, but what sets OpenAI apart is how it has executed its market approach. On March 31, 2025, OpenAI's CEO Sam Altman announced that ChatGPT gained one million new users in just one hour, largely due to its image generation feature. Instead of focusing on technical benchmarks, this article dives into OpenAI's GTM tactics. I’m Lester (“Les”), an experienced founder and marketer who has seen many campaigns succeed or fail. From my perspective, there’s much to learn from OpenAI’s rise, especially if you’re building a business. For more data-driven marketing insights and practical AI tips, check out my free newsletter, No Fluff Just Facts. The AI landscape is fiercely competitive, with startups flooding in, some with no product but just the “AI” label.

Big Tech giants are also pushing hard, attracted by a market projected to soar from $758 billion in 2025 to $3. 6 trillion by 2034 at a 19. 2% annual growth rate. Yet, when people think AI, ChatGPT stands out—an underdog startup outpacing even well-funded industry giants. OpenAI isn’t always first or the outright best technologically, but it has dominated user growth and cultural relevance faster than any app before, becoming indispensable infrastructure within a year. Key lessons for founders and marketers revolve around OpenAI’s behind-the-scenes strengths—smart hiring, agile development, and tight teamwork—but especially its public GTM approach: - OpenAI focuses on benefits rather than flashy specs or billions of parameters. It emphasizes how products solve real problems, resonating with users who "want a hole in the wall, not a drill. " - Sam Altman’s transparent, human storytelling and public-building strategy create a strong, personal community connection. - Strategic partnerships and integrations, like embedding ChatGPT in Microsoft Azure and Bing, leverage other audiences and borrowed credibility to multiply user growth. The GTM is simple but expertly executed: highlight product benefits clearly, foster a community through openness, and collaborate widely to scale. Ultimately, OpenAI excels not by relying on AI itself but by applying solid marketing fundamentals—clear communication, relatability, and genuine engagement. As you navigate the future of AI, remember these basics. I hope these insights help—you’ve got this!