Why ChatGPT 5 is in the spotlight right now
On August 7, 2025, OpenAI unveiled its most powerful AI model to date: ChatGPT 5. Expectations were high, as GPT-4o was already considered a milestone. But GPT-5 brings technical innovations that open up completely new possibilities for marketing, content production, and corporate communications.
Why is this exciting for readers of an online marketing agency?
Because this version not only works faster and more accurately, but also adapts better to the user's working style. The integration of text, images, audio, and even video makes GPT-5 a tool that fits seamlessly into campaign planning, content development, or customer dialogue.
At the same time, the new "Thinking" feature ensures that the model automatically recognizes whether a query requires a quick response or deeper analysis, a decisive advantage when projects require both brainstorming and strategic planning.
But GPT-5 isn't just generating enthusiasm. Early users complain that it seems less "emotional" than its predecessors, prompting OpenAI to quickly backtrack: older models such as GPT-4o are once again available.
ChatGPT 5 marks the start of a new phase in AI-supported marketing, with enormous potential, but also initial discussions about personality and limits of use.
An overview of the new features of ChatGPT 5
With GPT-5, OpenAI has not simply released a faster model; it is a major technological leapthat addresses several weaknesses of earlier versions and opens up new application possibilities.
1. Uniform model & "thinking" mode
Previously, users had to choose between GPT-3.5, GPT-4, and GPT-4o. GPT-5 combines everything in one model and decides for itself whether to respond at lightning speed ("Fast") or in deep "Thinking" mode.
It can solve complex tasks with multi-level reasoning and greater precision.
For Plus users: weekly limit of 3,000 messages in "Thinking" mode, after which a slimmed-down "Thinking mini" mode is available.
2. Multimodality on a new level
Text, images, audio, video, all in one workflow. GPT-5 processes multiple input types simultaneously and can combine results: for example, it can output a text post with accompanying infographics and a spoken audio snippet.
3. Extremely expanded context window
With 256,000 tokens (equivalent to several hundred pages of text), GPT-5 can keep track of long documents, entire chat histories, or large code projects without losing context—a real step forward for complex marketing campaigns or technical projects.
4. Customizable responses
In addition to the familiar settings, there are now personality modes such as "Cynic" or "Robot" to adjust the tone of voice. For companies, this ensures a consistent language style in chatbots or customer interactions.
5. Integration into company workflows
Direct connection to tools such as Gmail, Google Calendar, or SharePoint makes GPT-5 a platform that not only produces content, but also integrates it into business processes.
These features make GPT-5 not just a better assistant, but an integrated work tool for marketing teams, developers, and content strategists.
PT-5 compared to previous versions
Anyone who has used GPT-4o or GPT-4 will quickly notice that GPT-5 doesn't just feel like an update, but like a completely new system. Nevertheless, it is worth taking a look at the specific differences in order to classify the progress and see where there is still potential.
1. Model selection vs. model routing
Previously, users had to decide whether to use GPT-3.5 (fast, inexpensive), GPT-4 (precise, slower), or GPT-4o (multimodal, fluid).
With GPT-5, this choice is no longer necessary: An intelligent router decides for itselfwhen a quick response is sufficient and when deep reasoning is necessary.
The result: fewer clicks, more focus on content, which is especially helpful for teams that need to work efficiently.
2. Multimodality – evolution instead of revolution
GPT-4o brought true integration of speech, images, and text for the first time. GPT-5 goes a step further:
- The media types are now natively embedded in the model, not just via API or additional functions.
- Example: A product idea can be entered as a text description, and GPT-5 automatically generates a suitable image, creates an audio announcement , and packages both in a video sequencewithout separate tools.
3. Context window – more space for complexity
GPT-4o was already capable of conducting remarkably long dialogues. GPT-5 continues this trend with 256,000 tokens .
This corresponds to:
- a complete brand style guide,
- the entire chat history of a project
- plus reference documents, all at the same time in your memory.
For marketing campaigns, this means that the model practically never loses sight of the big picture.
4. Accuracy & hallucination rate
OpenAI reports 45% fewer errors than GPT-4 and up to 80% fewer than GPT-3.5 .
This not only reduces the amount of editing required, but also makes GPT-5 suitable for sensitive areas such as medical or legal texts .
5. Emotional tone & user feedback
Interesting: Many users found GPT-4o warmer and more "human". ChatGPT 5 was initially perceived as more distant, to which OpenAI responded by offering GPT-4o again.
With the new personality modes , the aim is now to both : precision plus selectable tonality.
GPT-5 is clearly superior when it comes to depth, context, and integration. However, those looking for a particularly emotional, creative approach may still want to rely on GPT-4o in certain cases.
Practical examples: How marketing teams can use ChatGPT 5
The pure functions sound impressive, but it is only when you start using them that you realize how much GPT-5 can change your everyday work. Here are three specific scenarios that show how companies and agencies can benefit.
Example 1: Campaign planning with in-depth analysis
An agency is planning a product launch in several European markets.
- Input: "Develop a social media campaign for our launch in Germany, France, and Spain. Please include creative ideas, hashtags, a posting plan, and budget recommendations."
- Process: GPT-5 starts in "Fast" mode with creative suggestions, automatically switches to "Thinking" mode for market analysis, and draws on country-specific holidays and industry trends.
- Result: A complete editorial plan, including localized slogans, visual suggestions, and estimated CPMs per channel.
Example 2: Content production with multimodality
A fashion company wants to promote a new product.
- Input: Product description, target audience, desired look.
- Process: GPT-5 creates a blog article, generates a product image in the desired style, and delivers an audio version for the brand podcast.
- Result: Three media formats from one briefing, consistent in style and tone.
Example 3: Data analysis and reporting
An e-commerce team wants to evaluate its performance data.
- Input: Import of Google Analytics and Meta Ads data from the last 6 months.
- Process: GPT-5 analyzes the data in "Thinking" mode, creates heat maps and forecasts for the coming quarters, and also suggests specific A/B tests.
- Result: A management reportthat not only describes what happened, but also provides strategic recommendations for action .
Interim conclusion: GPT-5 is no longer just an "answer provider," but a fully-fledged project tool that combines creative ideas, strategic planning, and technical implementation in one step.
Critical aspects and limitations of GPT-5
As impressive as GPT-5 is, a complete picture can only be formed when its weaknesses and unanswered questions are also taken into account. It is particularly important for agencies and companies that rely on AI to be aware of these issues in order to make informed decisions.
1. Cooler tone & personality discussion
Immediately after the launch, many users reported that GPT-5 seemed "distant" and "less creative" compared to GPT-4o.
- Consequence: OpenAI brought GPT-4o back into the lineup and added personality modes such as "Cynic" or "Robot" (businessinsider.com).
- Risk: For marketing projects that rely on emotional appeal, overly neutral output could generate less resonance.
2. Cost and usage limits
The powerful "Thinking" mode is limited to 3,000 messages per week for Plus users, after which only "Thinking mini" is available (help.openai.com).
- Significance for companies: Large teams or data-intensive projects could reach these limits and would have to factor in costs for higher usage.
3. Security & compliance issues
GPT-5 is more powerful than its predecessors, which also means that potentially problematic queries can be answered in a more complex manner.
- Example: Research has shown that AI models sometimes respond to manipulative inputs despite security measures.
- Consequence: Companies must continue to establish their own testing and approval processes.
4. No leap to AGI
Despite significantly better performance, GPT-5 not artificial general intelligence. It remains a specialized language and multimodal model that is highly dependent on the quality of the inputs.
- Implication: Strategies and creativity still come from humans – GPT-5 is an amplifier, not a replacement.
Those who use GPT-5 should leverage its strengths in a targeted manner, but at the same time establish clear processes for tonality, cost control, and quality assurance.
What GPT-5 means for marketing teams
GPT-5 marks the next major step in the development of AI-supported content and marketing work. For agencies and companies, it opens up the possibility of combining creative ideas, strategic planning, and operational implementation in one tool .
The greatest opportunities for marketing
→ Faster from idea to implementation
Multimodal workflows enable text, images, audio, and even video to be generated simultaneously from a briefing, without the media discontinuity that previously cost time and resources.
→ Mastering complexity
With 256,000 context tokens, GPT-5 can keep track of entire campaign plans, brand guidelines, or project data without losing sight of the big picture.
→ Personalized brand communication
Customizable personality modes allow the tone of voice to be tailored to target groups, which is an advantage for brands that need consistency in their messaging.
What teams should keep in mind
- Test tonality: Check whether the selected personality mode harmonizes with the brand voice—or whether GPT-4o is the better choice in some cases.
- Budget planning: Use the "thinking" mode in a targeted manner to stay within limits and control costs.
- Quality assurance: Despite improved accuracy, internal review processes are essential, especially for sensitive topics.
OpenAI has already hinted that GPT-5 Pro and other specialized variants are on the way. These could enable even more in-depth reasoning, expanded API options, and stronger enterprise integrations.
For marketing teams, this means:
Those who get involved now can gain experience early on and optimize processes before the competition catches up
.
ChatGPT 5 is not a panacea, but in the hands of marketing professionals, it becomes a productivity and creativity booster that not only saves time but also opens up completely new avenues of ideas.
