ChatGPT's surprising marketing challenge

When you think about all of the different stages of the funnel, awareness was clearly not the problem that ChatGPT or OpenAI had. Everyone knew of ChatGPT, but when you clicked one Zoom level further, the thing that came up was I don't know what to use it for. Like, I don't know what it replaces. Should I be using search for this? Should I be using ChatGPT for this? Can it even help me? And so the work of marketing ended up becoming creating this sort of use case epiphany where people could say, I had no idea ChatGPT could do that, and yeah, maybe I should be using it for X, Y, Z reason in my own life.