ChatGPT Ad Features Messi Learning Chess with Goat Horns Opening Suggestion
Lionel Messi posted a video on Instagram asking ChatGPT to teach him a chess opening that suits his style, and ChatGPT recommended "Goat Horns." In the video, Messi requests a step-by-step demonstration.
Goat Horns is a play on Messi's nickname "GOAT" (Greatest of All Time). The suggested moves for Black are approximately 1.e4 a6 2.d4 c6. Chess.com noted that this opening is not officially recognized, and top players are unlikely to endorse these moves.
The ad aims to promote ChatGPT's Intelligent UI feature, which can incorporate graphics and interactive content in responses. The chess learning scenario is used to showcase step-by-step visual guidance. The official ChatGPT account also shared related content.
There was an error in the chessboard setup in the video, with the kings and queens of both sides swapped. On the incorrect board, the opening sequence could lead to a forced check for White on the fourth move, but it would not on the correct board. Previous OpenAI ads have also reported errors in piece placement.
Messi has over 500 million followers on Instagram. The video quickly garnered a lot of interaction after its release. This is another collaboration between Messi and ChatGPT, previously involving image generation.
In terms of market mechanisms, sports stars endorsing AI products help reach a large non-technical user base. Interactive learning scenarios lower the usage threshold, attracting audiences uninterested in traditional teaching methods. The errors sparked discussions in the chess community but did not change the ad's reach.
Source: Public Information
ABAB AI Insight
Lionel Messi filmed an ad for ChatGPT in October 2026, asking the AI for a chess opening suggestion that fits his style, receiving the "Goat Horns" recommendation. OpenAI showcased interactive responses through Intelligent UI. Chess.com and Decrypt reported issues with the board setup and opening quality.
From a capital perspective, OpenAI converts the traffic of sports superstars into product feature demonstrations. Intelligent UI, as a recent update, attracts users to try through visualization and step-by-step guidance. The ad costs and star influence are exchanged for brand exposure rather than direct functional revenue.
This follows a similar path to other tech companies promoting consumer-grade AI features through sports stars. The current phase is a transition from pure text AI products to multimodal interactive displays.
Essentially, it combines technology demonstration with marketing. It demonstrates interactive capabilities through specific scenarios (learning chess) rather than abstract feature lists. The mechanism lies in the combination of user demand for step visualization and AI-generated content, achieving dissemination even amid quality controversies.
ABAB News · Cognitive Laws
GOAT opening, the name is more important than the moves
The board was set up incorrectly, but the ad still went out
Interactive interface, using stars to demonstrate learning chess