Have you wondered how OpenAI marketed its ChatGPT API to developers? According to analysts, ChatGPT reached 100 million users two months after launch, and devs were part of that figure. Considering they’re a tough nut to crack, it’s clear OpenAI did everything right.

This case study aims to show how the ChatGPT API was marketed and the lessons you can learn from the company. It’ll cover the following topics:

Does ChatGPT have an API?

Yes, ChatGPT has an API that allows developers to access and integrate the AI language model into their own applications and platforms. This is important to clarify, as many people may not be aware of this API and what it looks like.

To make a long story short, OpenAI, the developer of ChatGPT, created an API that can be used to generate human-like text based on the given input text.

The ChatGPT API allows developers to customize the language model according to their specific needs and requirements, such as adjusting the length and style of the generated text.

This flexibility makes it a powerful tool for a wide range of natural language processing tasks, including chatbots, language translation, and content generation.

Is ChatGPT an open API?

If you’re wondering whether ChatGPT is an open API, the answer is a resounding no! OpenAI controls access to the API and requires devs to create an account so they can obtain a key to be able to use the tool in the first place.

However, the company does provide a sandbox environment where developers can experiment with the API and test their applications before deploying them.

So, how did developers start using the ChatGPT API?

As mentioned, to use the ChatGPT API, developers signed up for an API key and familiarized themselves with the API documentation, which provides detailed information on how to use the API, the available endpoints, and the supported parameters.

Once they obtained the API key, developers could then integrate the ChatGPT API into their own applications and platforms. You can learn more on their website.

ChatGPT-3 vs 4

ChatGPT has undergone several iterations and improvements over time. One of the main differences between ChatGPT-3 vs 4 is that ChatGPT-4 can understand images, as it’s a multimodal version.

Other differences include:





175 billion

Reported 1 trillion

Training data

Web text

Web text + Common Crawl

Fine-tuning options









Multilingual support



ChatGPT-4 has been trained on a larger and more diverse set of data that includes both web text and Common Crawl.

Common Crawl is a repository of web crawl data that anyone can access and analyze.

This resulted in improved accuracy and faster processing speed for ChatGPT-4. Additionally, ChatGPT-4 has improved multilingual support, making it more effective for generating human-like text in multiple languages.

Both ChatGPT-3 and ChatGPT-4 offer fine-tuning options, which allows users to customize and adapt the models for specific use cases. However, ChatGPT-4's smaller parameter size makes it more efficient and easier to fine-tune.

ChatGPT API price

To get all pricing options, you can check the ChatGPT API price page. In the meantime, if you’re interested in the ChatGPT Plus subscription, you’re looking at $20/month.

The price for the API varies based on usage and the specific needs of the user. OpenAI’s pricing model is based on the number of API requests made per month, with different pricing tiers depending on the number of requests and the length of the generated text.

OpenAI provides a free trial with a limited number of API requests, allowing users to test the API and evaluate its capabilities before committing to a paid plan. Beyond the free trial, users can choose a plan based on their usage needs and budget.

It's important to note that the pricing for the ChatGPT API may be subject to change, as OpenAI continues to develop and enhance the technology.

Overall ChatGPT marketing

No, we’re not talking about ChatGPT prompts for marketing, though those have certainly become popular among marketers looking to save time! In this case, when we say ChatGPT marketing, we mean the tactics and strategies OpenAI used to get the word out about their tool.

The tool seemingly exploded into the scene one day – but how did that happen?

As an AI language model developed by OpenAI, ChatGPT was marketed primarily through digital marketing channels, including social media, online forums, and other online communities where people are interested in AI and language processing technologies.

OpenAI leveraged its brand recognition and reputation for developing advanced AI technologies to promote ChatGPT to a wider audience. They used content marketing to provide educational materials and articles that explained the technology behind ChatGPT, its potential use cases, and its benefits for businesses and individuals.

OpenAI also collaborated with influencers and experts in the AI industry to increase awareness of ChatGPT and generate buzz around the technology. They participated in industry events, conferences, and trade shows to showcase the capabilities of ChatGPT and demonstrate its value to potential customers.

In addition to these efforts, OpenAI also used targeted digital advertising campaigns to reach potential customers and generate leads for their sales team. They optimized their website and other digital properties for search engines, making it easier for interested individuals to find information about ChatGPT online.

TL;DR: OpenAI employed a multi-channel marketing strategy to promote ChatGPT, leveraging a combination of content marketing, influencer marketing, digital advertising, and industry events to build awareness and generate interest in the technology.

ChatGPT API: marketing to developers

When it comes specifically to the developer persona, did OpenAI do anything different to market ChatGPT to devs? If so, what lessons can you learn from them that you can apply in your own developer marketing?

Overall, OpenAI employed a targeted approach that focused on the technical capabilities of the AI language model and its potential use cases for developers.

Content for developers

OpenAI created educational materials, blog posts, and technical documentation that highlighted the features and benefits of ChatGPT for developers. They provide an API overview you can explore at will.

Example: They created tutorials and training materials to help developers get started with the technology, such as:

  • Image generation guide
  • Chat completion tutorial
  • Embeddings guide
  • Rate limits explainers
  • Safety best practices

Highlighting the API’s versatility

OpenAI marketed its ChatGPT API to developers by highlighting its ease of use and versatility in different situations. They also emphasized that developers could use the API to build chatbots, virtual assistants, and other conversational interfaces.

Example: An example is Ask Data, a business intelligence platform, which has integrated the ChatGPT API to provide natural language processing capabilities to its users – the result is that they can query their data using conversational language instead of traditional SQL (Structured Query Language) queries.

Developer communities

The company engaged with the developer community through various online forums, social media platforms, and developer conferences to build awareness and generate interest in ChatGPT.

Example: OpenAI partnered with Hackster.io to launch a chatbot challenge where developers were encouraged to build chatbots using ChatGPT. There was a prize on the line for the best chatbot!

Case studies

OpenAI provided a range of use cases that showcased how ChatGPT could be used to solve common language processing challenges, such as creating chatbots, generating natural language text, and translating languages.

Example: You can find several examples on their website, which developers could (and can) explore and get inspired by.

Industry events

OpenAI showcased ChatGPT (and the ChatGPT API) at several events as part of their marketing efforts, such as conferences, developer meetups, and events focused on artificial intelligence and machine learning.

Example: OpenAI demonstrated the tool at AI Conference, NeurlIPS, and the OpenAI API launch event.

Understanding and addressing concerns

Upon launch, ChatGPT received significant attention and praise from the media and tech communities. Many people were impressed by its ability to generate complex and coherent responses that were difficult to distinguish from those of a human.

However, there were also concerns about the potential misuse of the technology, particularly in the context of spreading disinformation and propaganda. So, the company listened to people’s doubts and queries.

Example: OpenAI addressed these concerns by limiting access to the full version of the model and releasing a smaller, less powerful version (the GPT-2 interaction) that was available for public use at the time.

Social media marketing

OpenAI used social media to promote ChatGPT to developers as well, with a particular focus on Twitter and LinkedIn. They shared news and updates about the technology, engaged with developers, and published case studies and success stories.

Example: In a tweet, OpenAI announced that both ChatGPT and Whisper were available through the API.

Safety’s crucial

Another important thing to mention is that OpenAI wants developers (and other users) to know that their AI tech is safe to use. This is a key point for many people, since safety, privacy, and security are becoming increasingly more important in today’s world.

Example: OpenAI has made a concerted effort to ensure data privacy (i.e., all data used to train ChatGPT is anonymized and processed in compliance with privacy regulations), to detect and mitigate bias in ChatGPT’s language generation (i.e., ensure it’s free of discriminatory language), and to provide access to the ChatGPT API only to approved developers and organizations to prevent malicious actors from using the tech for harmful purposes.

“AI systems are becoming a part of everyday life. The key is to ensure that these machines are aligned with human intentions and values.”Mira Murati, Chief Technology Officer at OpenAI

A focus on honesty and transparency

Another thing that shouldn’t be underestimated is the importance developers place on honesty and transparency. If you can do this, then you’re more likely to build trust and forge solid relationships with developers.

OpenAI clearly has that policy – especially when they also want people to feel safe using ChatGPT!

Example: On March 20th, OpenAI took the platform offline due to a bug that allowed some users to see the titles of other users’ chat histories and, in some cases, the “unintentional visibility of payment-related information of 1.2% of the ChatGPT Plus subscribers who were active during a specific nine-hour window”.

The bug was patched but the company didn’t shy away from providing technical details, including the error and where it was found, what happened because of the bug, and the actions they took to solve it.

ChatGPT integration

And, as mentioned, OpenAI provided an API that allowed developers to access and integrate ChatGPT into their own applications and platforms as well – this made it easier for developers to experiment with the technology and integrate it into their workflows.

Always improving

The tech industry, the needs of developers, and the demands of users are always changing – so products can’t stay the same either. This means OpenAI is constantly improving their ChatGPT API – as mentioned above in our ChatGPT-3 and 4 comparison, the company keeps tweaking the tool to provide a great experience to users.

Example: OpenAI spent six months making GPT-4 safer and more aligned – according to OpenAI, “GPT-4 is 82% less likely to respond to requests for disallowed content and 40% more likely to produce factual responses than GPT-3.5” on their internal evaluations. This also ties in nicely with their focus on safety!

TL;DR: OpenAI marketed ChatGPT towards developers by highlighting its technical capabilities and demonstrating its potential use cases for developers. They engaged with the developer community through various channels and provided resources and tools to make it easier for developers to adopt and integrate ChatGPT into their own projects.

B2D marketing: key takeaways you can apply in your campaign

  • Focus on educating your audience: create a range of educational materials and technical documentation that highlight the capabilities of your product and how it can integrate into developers' projects. Always provide value to your audience!
  • Engage with your audience: OpenAI engaged with the developer community through various online forums, social media platforms, and developer conferences – and you can too! Engage with your target audience through similar channels and build relationships with developers to gain their trust and loyalty.
  • Use a targeted approach: As a developer marketer, you must understand your audience's needs, pain points, and interests and tailor your marketing messages (including your value proposition) in a way that appeals to them specifically.
  • Provide easy access and integration: Aim to make it as easy as possible for your developer audience to access and use your product or service.
  • Collaborate with experts and influencers: OpenAI collaborated with experts and influencers in the AI industry to increase awareness of ChatGPT and generate buzz for the tool. So, consider collaborating with influencers and experts in your specific field to gain credibility and reach a wider audience.

Facts & FAQs about ChatGPT

How much do you know about ChatGPT? And would you like to learn more? 👀

What is the ChatGPT prompt generator?

The ChatGPT prompt generator is a feature of the OpenAI API that allows users to generate custom prompts for the AI language model to complete; it uses state-of-the-art machine learning algorithms!

To use the ChatGPT prompt generator, a user can specify a prompt that describes the context or scenario they want the AI to respond to. The prompt can be as simple or complex as desired, and can include specific details or open-ended questions.

For example, a prompt could be "Write a paragraph describing a day at the beach" or "What is the meaning of life?" (this last one might be tough to answer, though ChatGPT gave it a good go...)

chatgpt prompt generator, answering the question: what is the meaning of life?

Once the prompt is entered, the ChatGPT prompt generator will analyze it and generate several potential completions based on its language model. You can then select the response that best fits your needs or continue refining the prompt until you get the right answer for you.

The ChatGPT prompt generator has been used for a variety of applications, such as generating content for social media, creating chatbot responses, or generating creative writing prompts. It can also be used to enhance the conversational abilities of AI assistants, such as Siri or Alexa.

ChatGPT prompt cheat sheet

Now that you've learned about the prompt generator, how about a handy ChatGPT prompt cheat sheet to make it easier to get the answers you're looking for?

There are a few points to take into account:

1. Create a basic prompt structure

  • Start with a clear question or statement.
  • Ensure you're providing enough context for ChatGPT to understand the task at hand.
  • Your prompt should be specific and concise.
  • Avoid overly complex sentence structures and use simple, direct language.
  • End your prompt with a clear expectation of what you want the model to produce.


  • What are the advantages and disadvantages of cloud computing?
  • How does blockchain technology work and what are its potential applications?
  • Can you recommend a good programming language for beginners to learn?

2. Include keywords

  • Use relevant keywords to help guide the model's response.
  • Try to use the same keywords consistently throughout your prompt.
  • Use variations of the same keyword to help ChatGPT better understand the context.


  • What are the key features of Python 3.9 and how do they differ from previous versions?
  • Explain the differences between HTTP and HTTPS and why HTTPS is more secure.
  • What is the role of artificial intelligence in cybersecurity and how is it changing the industry?

3. Provide context

  • Provide as much context as possible to help ChatGPT understand the task.
  • Include relevant details such as names, locations, dates, and events.
  • Use simple language and avoid using overly complex or technical terms.
  • Provide examples or scenarios to help illustrate the context.


  • How has the rise of mobile devices changed the way we access and use the internet?
  • What are the current trends in virtual and augmented reality technology?
  • How is machine learning being used to improve healthcare and medical research?

4. Format your prompt

  • Use bullet points, numbered lists, or headers to organize your prompt.
  • Use paragraphs to break up large blocks of text.
  • Use capital letters and punctuation to help the model understand sentence structure.
  • Use line breaks to separate different parts of your prompt.


  • List the top 5 programming languages to learn for web development.
  • Explain the differences between iOS and Android operating systems.
  • Compare and contrast the most popular cloud storage services.

5. Consider your prompt length

  • Keep your prompt concise and to the point.
  • Aim for a prompt length of no more than 1-2 paragraphs.
  • Avoid repeating information unnecessarily.
  • Use ChatGPT's response to refine your prompt if necessary.


  • What are the most common cybersecurity threats facing small businesses and how can they protect themselves?
  • What are the best tools and practices for optimizing website performance?
  • How can data analytics be used to improve customer engagement in e-commerce?

6. Add a style to the prompt

  • Use a friendly, conversational tone.
  • Avoid being overly formal or technical unless necessary.
  • Use humor or anecdotes to make your prompt more engaging.
  • Tailor your prompt style to the task at hand.


  • What are the most exciting developments in artificial intelligence research and what are their potential applications?
  • Can you explain the basics of quantum computing in simple terms?
  • How can companies use big data to make better business decisions?

7. Iterate on your prompt

  • Use the model's response to refine your prompt.
  • Adjust your prompt based on the quality of the response.
  • Test your prompt with different variations to see which works best.
  • Use feedback from others to improve your prompt.


  • How can I improve my coding skills and learn new programming languages quickly?
  • What are the most promising emerging technologies that are expected to have a major impact in the next few years?
  • Can you recommend a good resource for staying up-to-date with the latest tech news and trends?

The quality of the prompt will heavily influence the quality of the model's response!

How many questions can you ask ChatGPT in an hour?

Usually, the tool is capable of processing an infinite number of questions in an hour or any time frame. There is no real limit to the number of questions you can ask ChatGPT in an hour (although some people say it's between 20-30 questions).

However, the speed of response may vary depending on the complexity of the question, the volume of requests, and the server load at the time.

But, if that's true, how do you account for this? 👇

'Too many requests in 1 hour'

On top of this, you may be getting the 'too many requests in 1 hour' message. This could be because the server's busy or you've made too many requests at the same time, for example.

To troubleshoot the 'too many requests in 1 hour' issue, check the status of the server or sign out of your account, wait a few seconds, refresh the page, and log back in. You can also try to clear your cache/cookies and see if that does the trick.

'There was an error generating a response' in ChatGPT

This is also a fairly common issue. The 'there was an error generating a response' on ChatGPT message appears when the AI model can't generate a response to your prompt, whether due to technical problems, connectivity issues, or limitations of the AI model.

If you keep getting this error message, check your prompts for error or try a different one! If the issue still persists, contact the ChatGPT support team for assistance.

ChatGPT login loop

Some users have reported being stuck in a loop when trying to log in to ChatGPT, or may even get an internal server error.

If this continues to happen, you may want to contact them for support, as it's been reported that signing in with Google can be hit and miss (at the time of the writing of this case study).

ChatGPT blank screen

Just like all platforms, ChatGPT can also experience several different technical issues, including blank screens. When this happens, there are several options to troubleshoot it:

  • Refresh the page or close the browser and open it again.
  • Try with a different browser if the issue persists in just the one.
  • Clear cache and cookies to remove temporary files or data that may be causing the issue.
  • Disable extensions that could potentially interfere with ChatGPT, just as ad blockers.
  • Get in touch with the ChatGPT team is the problem continues.

ChatGPT internal server error

If you get a ChatGPT internal server error, the issue may not be on your side! However, sometimes you may get an error because your login session's expired, so refresh the page or try to access ChatGPT at a later date to see if you can solve the issue.

Is there a ChatGPT word limit?

While the ChatGPT API is powerful and can generate text on a huge variety of prompts, it seems to come with a limit of about 500 words or 4,000 characters per response.

GitHub Copilot vs ChatGPT

Both GitHub Copilot and ChatGPT are language models that use AI to generate text.

However, GitHub Copilot is specifically designed to help developers write code. It's a code completion tool that can suggest code snippets and complete entire lines of code based on the context and code patterns.

GitHub Copilot was trained on a large dataset of code, which allows it to generate code that is syntactically and semantically correct. It's meant to be used in an integrated development environment (IDE) such as Visual Studio Code.

ChatGPT, on the other hand, can generate text in any domain, as we've seen above. It was also trained on a large corpus of text from the internet, including books, articles, and websites.

In conclusion

OpenAI has a great success story when it comes to marketing to developers! They applied tactics and strategies that resonated with devs and it’s clear the company understands their audience.

There are many things marketers can learn from this, so why not head over to the Developer Marketing Alliance Slack channel to chat with your peers about it – and share your own opinions on the matter?

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