GPT-5 for marketers: GPT-5 is here (and GPT-4 is back)

GPT-5 is here and that’s great news for marketers, especially if you’re using our just-released MCP integration with ChatGPT. In fact, GPT-5 might just be a game changer for marketers who aren’t 100% sold on the AI Kool-Aid yet. (Even better, because 5 is much more processor-intensive and might hit your rate limits soon, OpenAI is bringing back 4.0 in case you prefer it.)

But 5 should be better for most things:

OpenAI CEO Sam Altman says it’s like the change from the early iPhones to the retina display. He also said GPT-5 is a “PhD-level expert.”

That might be a bit hyped, but at minimum, 5 is incrementally better than GPT-4o, which was already pretty ridiculously good. Note: you may have to manually select Thinking Mode, which ensures the full power of GPT-5 is unleashed on your query, to get the best results.

We’ll get into all the details below, but briefly here are a few places where I see GPT-5 could be super helpful for UA and performance marketers. The new GPT-5 …

• Makes higher-quality content
• Generates much better computer code (yeah, this matters to marketers … keep reading!)
• Improves data analysis for large datasets
• Customizes customer-facing comms with new “personalities”
• Improves decision-making
• Boosts safety and compliance on sensitive topics
• Reduces costs over previous pricing models
• Automates multi-step workflows

Marketers are super-hungry for this. In fact, our industry-first MCP integrations with Claude and ChatGPT have seen some of the fastest uptake of any Singular product, ever.

“This is a watershed moment for so many of our customers,” says Singular CTO & co-founder Eran Friedman. “Now any marketer can talk to their data exactly like they talk to a teammate.”

And that’s exactly what they are doing. 

So … what’s new in GPT-5?

What’s all new in GPT-5?

There’s so much here I’m going to present this in numbered points for easier digestibility. This is a major new release for OpenAI and ChatGPT, and it’s massive.

Specifically for marketers, here’s what’s new in ChatGPT with GPT-5:

1. GPT-5 is faster
   Ever waited in ChatGPT for the text to slowly … crawl … down … the … window? Now Altman says the model is so fast that he found himself wondering whether it had thought enough before answering (but it had).
2. It’s more accurate
   Everyone hates LLM hallucinations. We’ve actually invested significantly in reducing their likelihood in our AI integrations. According to OpenAI, the system delivers ~45% fewer factual errors than GPT‑4o in real‑world scenarios and up to ~80% fewer when its thinking mode is triggered.
3. You can make software on demand
   In a demo video, an early beta tester revealed he had created an app where a camera mapped his hands’ locations in real-time and allowed him to control on-screen artifacts … all from a prompt. Just think what you can do for custom little apps that do parts of your work for you. Another test showed GPT-5 making a working French-language learning site within seconds. What websites or landing pages do you need made … this is the ultimate no-code development, and will unlock so many possibilities for busy marketing teams. 
4. GPT-5 now has a single unified model
   You don’t have to pick a model anymore. ChatGPT will get your query and automatically assign more thinking and processing resources where needed.
5. The system is more honest (and humble)
   GPT-5 will now admit more readily … “I don’t know.” This is huge, and will build more trust in ChatGPT when it does actually answer.
6. It’s more powerful and can take more inputs
   GPT‑5 dramatically expands the context window to 256,000 tokens, roughly equivalent to a 600‑800 page book. So you can feed it huge prompts … think tons of data … and it will crunch through it all and supply answers.
7. ChatGPT can now connect to Gmail, Google Calendar, and more
   Drowning in email? Need help answering customer requests? ChatGPT can act more as an agent for you with GPT-5. Maybe you get support requests via email … now ChatGPT can connect, read, analyze, and report on common issues. And maybe even learn how to respond appropriately.
8. Better charts (!!!)
   I didn’t see this in any of the claims that OpenAI made, but we’ve been playing with GPT-5 behind the scenes here as we add it to our ChatGPT integration, and the charts are much better. This has been a place where Anthropic’s Claude has had a huge advantage over OpenAI.

This is all impressive and great, but what does it mean for marketers?

GPT-5 for marketers: what can it do?

OK, let’s get to the important stuff for marketers: what can GPT-5 do for UA pros and performance marketers?

In a word: lots.

“Speed wins in marketing,” Gadi Eliashiv, CEO and co-founder of Singular, said recently about our ChatGPT integration. “By connecting our analysis‑ready data to world‑class LLMs via MCP, we’re giving marketers a new level of intelligence and agility.”

Given that GPT-5 is faster than previous models, that’s a good thing.

A caveat: this has just been announced, so we have to wait to see how it works in the real world. But OpenAI has proved they’re pretty freakishly good at AI, so I’m willing to provisionally trust them. (And you can always roll back to 4 as well, if you prefer.)

But here’s what should be better in 5:

1. High-quality content generation
   GPT‑5’s improved reasoning and writing abilities will provide marketers with a powerful co‑creator. It’ll make copy more coherent, context‑aware, and aligned with brand voice. So creating text for A/B testing emails or headlines will be easier and better. And writing blog posts should improve too. (But … yeah … keep a human tone, huh?)
2. High-quality code generation
   I said it above, but if you want to prototype landing pages, build microsites, or create interactive tools straight from natural‑language descriptions … GPT-5 is gonna be better. (Now we need tools like WordPress and others to offer easy ways to integrate that kind of AI-generated code.)
3. Better data analysis
   This is near and dear to my heart: I just finished up Singular’s next Quarterly Trends Report. GPT-5 can ingest larger datasets and make sense of them. Think … piecing together customer journeys, understanding and predicting behavioural data, or merging multi‑channel campaign logs.
4. Better customer-facing comms
   You can now tell ChatGPT to adopt a custom personality: cynic, robot, listener, or nerd. You can bet more will be coming soon. That means you can build brand personality into just about anything where you want AI help in conversing with customers or users.
5. More confidence in AI-assisted processes
   Up to 80% fewer errors is a big deal, and that’s going to translate into greater trust over time. My daughter recently told me that ChatGPT got basic things wrong about the F1 summer schedule and racing calendar, which diminished her trust in AI across the board. As we experience GPT-5 and see if it’s less error-prone, we’re going to trust it in all kinds of marketing processes.
6. Higher-level work with less handholding
   A junior employee needs lots of handholding. Senior ones, less so. GPT-5 should be a more senior assistant that can do bigger jobs with less human intervention. GPT‑5 has improved multi‑step reasoning and agentic capabilities, which could enable things like analysing campaign performance, recommending budget reallocations, generating creative assets, and maybe — in the future — even implementing those changes.

Using AI for marketing … it’s time

If you’ve resisted so far, it’s time to start using AI for marketing. And GPT-5 is a good place to start.

Start by trying our integration with either Claude or ChatGPT: whichever you prefer. You can find the instructions right in our Help Center. If you need help, there’s an AI-powered Singular Assistant to walk you through it, step by step:

 

I promise you’ll find it interesting, useful, and maybe even mind-blowing. Just like, perhaps our latest AI-powered creative optimization product, Creative IQ. There’s more coming there too.

Let us know how it goes!