GPT-4o Just Replaced Your Creative Team (For Free)

Summary

Marketing Against The Grain: GPT-4o Just Replaced Your Creative Team (For Free) Hosted by HubSpot Media Release Date: April 3, 2025

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Introduction: Rethinking GPT-4o’s Capabilities

Kieran Flanagan kicks off the episode by challenging the common perception of OpenAI's GPT-4o Image feature. Contrary to the belief that it merely generates images from text, Kieran asserts that GPT-4o functions as a comprehensive marketing agent capable of performing the creative tasks of entire creative teams.

[00:00] Kieran Flanagan: "It's a full blown marketing agent. It can do the creative work of entire creative teams."

The Viral Impact of GPT-4o

Kieran and Unknown Guest (presumably Kipp Bodnar or another co-host) highlight the unprecedented adoption rates of GPT-4o, drawing parallels to the original ChatGPT launch. They emphasize that GPT-4o is not just a fleeting trend but a pivotal moment in AI adoption, poised to transform how millions engage with AI in marketing.

[02:09] Unknown Guest: "It really is the ChatGPT moment for images."

[02:11] Kieran Flanagan: "It's bigger than the ChatGPT moment for images. It is bigger than the original ChatGPT."

Advanced Use Cases: From Style Guides to Ad Creation

The hosts delve into practical applications of GPT-4o for marketers. They demonstrate how the tool can generate detailed style guides, create tailored advertisements, and modify existing images seamlessly.

Creating and Applying Style Guides

Kieran shares his experience using GPT-4o to develop an in-depth visual style guide for HubSpot. This guide includes color palettes, typography, imagery, and branding principles, which previously required substantial investment to produce.

[12:39] Kieran Flanagan: "It is very in depth. Right. Like you would have to pay an agency hundreds of thousands of dollars to create this brand style guide for you."

Generating Effective Advertisements

The discussion includes examples of GPT-4o crafting compelling B2C advertisements using comprehensive prompts and deep research. The hosts illustrate how the AI can iterate on designs and copy to produce high-quality, brand-consistent ads.

[08:37] Unknown Guest: "I think this is freaking good. And the other thing I do is I say apply HubSpot's brand style guide and it actually creates a style guide for you by taking that from the website."

Maximizing GPT-4o’s Potential: Deep Research and Advanced Prompts

The hosts emphasize the importance of leveraging deep research and crafting advanced prompts to extract the best results from GPT-4o. They explain that using multiple ChatGPT windows for different aspects of the project—such as deep research, prompt crafting, and execution—can significantly enhance the quality of outputs.

[15:24] Unknown Guest: "That's a form of AI helping me craft prompts. And you're doing the same thing."

[15:23] Kieran Flanagan: "You're going to be 10 to 20 times more successful in terms of quality of output, right?"

Transforming Marketing Workflows with GPT-4o

The conversation explores how GPT-4o redefines traditional marketing workflows. By automating tasks such as logo creation, ad design, and landing page development, marketers can achieve professional-grade results without the need for extensive design teams or agencies.

Logo Creation Revolution

Kieran presents a template prompt for logo creation, showcasing how GPT-4o can produce multiple logo variations based on specific brand guidelines. This capability eliminates the need for costly design services and accelerates the branding process.

[25:27] Kieran Flanagan: "It can solve, like, one of the biggest design challenges of our time creating. Lou companies spend hundreds of thousands of dollars and millions of dollars on logos, and that should never, ever happen again."

Interactive Image Editing

GPT-4o's integrated image editor allows users to make precise adjustments to generated images by selecting specific sections and applying changes through text commands. This feature provides unparalleled flexibility and control over visual assets.

[05:54] Unknown Guest: "But that's what's amazing. It's not that you have to sit there and try to one shot an image over and over."

AI as a Creative Agency

The hosts conclude that GPT-4o effectively acts as a full-fledged creative agency. With capabilities spanning design, copywriting, and even coding, GPT-4o empowers solo marketers and small businesses to execute sophisticated marketing campaigns independently.

[23:52] Kieran Flanagan: "It is a design studio. A copy, it's a whole creative studio. Design plus copywriting plus then coding some of these assets."

[24:28] Unknown Guest: "It is your creative agency. All you actually really need to do is write briefs. If you can write briefs, you have a creative agency at your fingertips."

Future Implications: The Tectonic Shift in Marketing

Kieran and the Unknown Guest reflect on the broader implications of GPT-4o’s capabilities. They foresee a significant shift in how marketing is conducted, with AI tools becoming integral to creative processes and enabling unprecedented levels of creativity and efficiency.

[23:04] Kieran Flanagan: "AI is a creative pursuit. The new ChatGPT 4.0 is a marketing agent for marketers. It is much more than just image generation."

Takeaways and Conclusion

The episode wraps up with key takeaways on harnessing GPT-4o for marketing success. The hosts encourage listeners to adopt deep research methodologies and advanced prompt crafting to fully leverage the potential of AI in their marketing strategies. They also tease future episodes that will explore more advanced use cases and provide additional prompts and examples.

[29:32] Kieran Flanagan: "AI is a creative pursuit. The new ChatGPT 4.0 is a marketing agent for marketers. It is much more than just image generation."

[29:43] Unknown Guest: "It's a different way of working. You're not just click, click, click and drag and drop in, but the output is a little more unique and you can make it a lot more unique and applicable for your needs."

[30:22] Kieran Flanagan: "AI is a creative pursuit. The new ChatGPT 4.0 is a marketing agent for marketers. It is much more than just image generation. We're going to be doing lots of shows on advanced use cases coming up."

Notable Quotes:

• Kieran Flanagan (00:00): "It's a full blown marketing agent. It can do the creative work of entire creative teams."

• Unknown Guest (02:09): "It really is the ChatGPT moment for images."

• Kieran Flanagan (12:39): "It is very in depth. Like you would have to pay an agency hundreds of thousands of dollars to create this brand style guide for you."

• Unknown Guest (24:28): "It is your creative agency. All you actually really need to do is write briefs. If you can write briefs, you have a creative agency at your fingertips."

• Kieran Flanagan (25:27): "It can solve, like, one of the biggest design challenges of our time creating. Lou companies spend hundreds of thousands of dollars and millions of dollars on logos, and that should never, ever happen again."

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Conclusion

This episode of Marketing Against The Grain powerfully underscores the transformative potential of GPT-4o in the marketing landscape. By positioning GPT-4o as a versatile marketing agent rather than a mere image generator, Kieran Flanagan and the Unknown Guest present a compelling vision of the future where AI democratizes creativity, reduces costs, and enhances efficiency for marketers worldwide. As AI continues to evolve, embracing these tools will be essential for staying ahead in the competitive marketing arena.

Transcript

[Kieran Flanagan]

Hey everyone. On today's show, we're going to talk to you about how everybody's gotten the release of 4.0 image from OpenAI completely wrong. It's not about creating images from text. It's a full blown marketing agent. It can do the creative work of entire creative teams. We're going to blow your mind today because our minds have been blown for the past week. Took us a while to do this show because we've just been playing with the tool nonstop. We're going to give you free prompts. We're going to give you examples of things that you can go build today that are going to transform your marketing and your business. Let's get into today's show. We'll be right back to today's show. But first, here's a quick word from HubSpot.

[Unknown Host]

Marketing in 2025 is wild. Savvy customers spot fake messaging instantly. Privacy changes make ad targeting a nightmare.

[Kieran Flanagan]

And everyone needs more content than ever.

[Unknown Host]

That's why you have to have HubSpot's new marketing trends report. It doesn't just show you what's changing, it shows you exactly how to deal with it. Everything's backed by research but focused on marketing plays you can use tomorrow. Ready to turn your marketing hurdles into results. Go to HubSpot.commarketing to download it for free.

[Kieran Flanagan]

All right, what is crazy out there? Everyone is that the Internet is melting. The GPUs all over the world are melting because everyone is making images with ChatGPT's brand new image feature. We got a lot of hell last week when we didn't do a news show because we had board meetings and other important stuff that we got to do. We have real jobs. But we're coming back to you with a deep dive for the ways marketers can use this tool. And put a little Context, Karen. When ChatGPT launched 26 months ago, it went super viral and they added 1 million users in five days. Yesterday, from when we're recording this on March 31st, they added 1 million users in an hour.

[Unknown Guest]

It really is the ChatGPT moment for images.

[Kieran Flanagan]

It's bigger than the ChatGPT moment for images. It is bigger than the original ChatGPT.

[Unknown Host]

By definition.

[Kieran Flanagan]

It is unbelievable. And we're gonna talk to you all about images today. But it's important that you all know that that this is going to be one of the defining moments of the AI adoption curve. And this is going to be a moment where tens of millions of people came online to adopting AI.

[Unknown Guest]

Let's get into Some cool use cases. I think one of the ones we might want to show is why is it so good? And one of the reasons I think it's so good is because it does an incredible job at adhering to different styles.

[Kieran Flanagan]

What I want to remind everybody is if you're a ChatGPT user now, all ChatGPT users have access to image generation in GPT4O. And so if you want to be generating images, you need to pick 4o at the top of your model selection. You'll see that in the examples we show you today. Sam from OpenAI just confirmed that it is now available to all free users. So everyone can do the work we're going to show you today.

[Unknown Guest]

All right, so these are just somewhat basic.

[Kieran Flanagan]

I like that Kieran's basic stuff is more advanced than anybody else does. So just, it's. It's good.

[Unknown Guest]

These are using a fashion brand called Iconic to create ads. And so these are using a style that we have created. I have to give my credit to my bros as well, because we're up late night creating things.

[Kieran Flanagan]

I'm so sad I'm not on the Flanagan Brothers WhatsApp thread. I can't even describe how sad that.

[Unknown Guest]

The Flanagan WhatsApp group is. Like, it is where it is at. Four of us all doing AI work late at night.

[Kieran Flanagan]

Little did your mom know all those years ago when she was screaming at you that you would be powering the AI revolution.

[Unknown Guest]

Like, what is so good about the new image model? Okay, there's a couple of things I think. First of all, it gets right incorrect. And so that was a big blocker for a long time and that it was not able to get right in correct. The second thing is that creative is much, much better. You really can one shot a creative that you could use in production. But I do think the other thing is it takes guidance really well. And if you know how to craft styles, if you know how to craft different creative formats and really detail how someone can recreate that format, it takes that direction really well.

[Kieran Flanagan]

So I think if you're a marketer, there's a few really interesting ways that you can just use this really quickly, even if you're not like a designer or a creative. Right? Like. So, Kieran, this is one example here. So this is. I saw this house in Italy I really liked, and I was like, look, I think this house is really cool, but, like, this furniture's not my style. I would like it if it maybe looked a little different. And I said, can you just change the furniture? And the decoration to be in the style of so house and give me a new image.

[Unknown Guest]

And it just did this insane.

[Kieran Flanagan]

So if you have an Airbnb business, a decor business, a consumer product business, this is game changing. You would have had to pay like a designer to do this or have done like staging and photography, right. To do this previously. And I did this in like a minute on ChatGPT, which is incredible. So if you have a source image and you want to generate a different version of it, that's a great use case. And marketers have all these different ads, everything that they want to manipulate and you can do that. The other thing that's pretty mind blowing, Kieran. The thing that nobody talks about is that OpenAI built an image editor into ChatGPT, right? Everybody's talking about like just doing the basics, typing prompts in and generating. But what you can do here is I can select a section of my photo and then I can say add a cat to where I select it and oh, what do we have?

[Unknown Guest]

Hi, cat dope. Hours of fun, come on.

[Kieran Flanagan]

But that's what's amazing. It's not that you have to sit there and try to one shot an image over and over, right? It's like, oh, this image is pretty good. And now I can select different things and now I can say, you know, make the cat orange. Right? And it can do all these different iterations. And so one of the things, Kieran, is, if you're a marketer that you should understand is there are now going to be endless variations of website images, advertisement, the amount of marketing content that is going to be created just changed 100x. Do you agree with that?

[Unknown Guest]

Exactly. I think there's never been a better time to like let your ideas come to life in visuals. I actually think you can get pretty far with any type of ad or visual you want to create just using this model, which is pretty crazy. I'll give you a quick example of what I mean, please. And so let's say one of the most typical use cases will be you want to create an ad and you've probably seen a lot of information about how to create ads with it, just like simplistic prompts. And so we'll give you maybe a little more depth in terms of what you can do here. We're going to pair some things together to create an image. What's really interesting is everyone knows that I have this obsession with creating templates and style guides and things like that. Here's like a quick tip just for our listeners. An Exclusive that no one else will do or tell you about. Ooh. Deep Research can create an entire detailed style guide for any individual or person or anything you want if you know how to create it. So this here is an example of. Okay, well, I want to create an image, but I want to create it adherent to some principles, right? I don't want to just like one shot an image with a simplistic prompt. I want to say, well, David Ogilvy was pretty good at this stuff, so I create a Deep Research prompt. Just another quick tip for our listeners is what you'll see I do is I have different prompt assistants. So whenever I want to create a prompt for Deep research, my prompt assistant will have a conversation with me and create it. And so we end up with this huge style guide. And what I do then is I say, well, use this style guide to create an image for a URL that I enter. And it's going to create an ad. So the first ad we look at and we say, it's fine. The copy actually is fine. It's pretty good. The other thing I'll say about this is B2C is much better to create ads for with AI than B2B, because it gets stuck on what is the right image for, like, a B2B brand. Whereas B2C, I've realized, is much better.

[Kieran Flanagan]

By the way, the humans get stuck on what the right image for a B2B brand is.

[Unknown Guest]

Yeah.

[Kieran Flanagan]

Are you going to show stock photography? Are you going to show a piece of software? It's all kind of like, it's hard. It's a hard problem.

[Unknown Guest]

So it tries another attempt, but we have to coax it back because I realized that the style guide was so large it got lost. And so I coax it back to, like, the things that really matter in David Ogilvy style guide. And it goes, oh, it gets it. Now it starts saying, okay, well, like, this is actually how I should apply the style guide. It still isn't doing a great job here. And then starts to get much better, right? Because I tell it, you know, what really matters is going to be the value propped, right? A singular head and like, some sort of graphic that really illustrates the upside of that value prop. Now it starts to do better. It has, like, this visual, which I think is pretty cool. But the value prop makes no sense, right? Outgrow your sales team, not your CRM. Now I know what it's getting at. It's trying to find the unique selling point for SMBs, which is to continue to scale Your company without revenue for a B2B brand. This visual is actually pretty good. I actually think most B2B brands wouldn't come up with a kind of cool little visual like this where you can see these deals, they're being automated by the CRM. If people are listening along, it has a really cool headline that says outgrow your sales team, not your CRM. A really cool visual of a sales rep automatically just closing deals as they walk around do nothing because the CRM is doing it for them. But I kind of have a conversation and I say, well, I grow your sales team. Doesn't make much sense, right? Like what do you mean an SMB can outgrow your sales team? And it figures out what it really means is it really means like scale revenue, not headcount. And this ad it has created is really good. And the other thing I do is I say apply HubSpot's brand style guide and it actually creates a style guide for you by taking that from the website. And so what we're looking at now is an ad which says scale revenue, not headcount. HubSpot CRM can help your team close more deals with less effort, free AI powered and built to grow with you. And that is like pretty good. Like it's adherent to like the way that David Ogaby writes headlines. The visual is very good. It's got this like cool little graphic of a guy on the laptop automatically things growing. And so I was pretty amazed by how it was able to iterate a little bit and then create an ad for the average company would use. You would just put live. It's copy's good, visual is good, everything about it's good. CTA is good.

[Kieran Flanagan]

Yeah. So what's interesting now with image generation is image generation, just like any other AI tool does better with the more context it has and the clear instruction that you give it. Right. And so what I did basically the morning after this came out is I said and I did this all my personal ChatGPT account. So there's no HubSpot information in there. Cause I wanted to see how close could I get to the HubSpot brand. And so the first thing I did, and this is a very important workflow that I think you're gonna wanna steal because it shows you how you can replicate any brand in minutes. Like I literally did this on my phone while I was getting showered and ready for a board meeting. So it's pretty crazy in that way. The first thing I did was I ran a deep research project. Yes, and it took 17 minutes to complete this deep research project. But I asked this deep research project to create a fully in depth visual style guide for the HubSpot brand based on everything it could find out on the Internet. So our website positioning everything. And so it found our logo, it found color variations, how we use space, it gave do's and don'ts, it gave the color palette with the exact hex codes, it found our custom typefaces, Lex and Deca Queens. These are custom typography that we use, how we implement this typography, how we use imagery and iconography. Right. Like you keep looking at this, Kieran, it's very in depth. Right. Like you would have to pay an agency hundreds of thousands of dollars to create this brand style guide for you.

[Unknown Guest]

That's my point. Yeah.

[Kieran Flanagan]

And now you can just say, I kind of like what somebody does. What's their style guide? You can do that for a few different companies, mash them all together and have a new style guide for you by yourself. Right. And you can do that in like an hour. And so you can see this is incredibly detailed. And one of the things I asked it was to give me a deep research that an LLM could use to generate image, creative landing pages, ads and everything off of. And so I'm not going to go through all of it. But then this is, what's important is I took all of that information and I gave it to ChatGPT and I asked it to not only take that deep research, but I wanted it to create a campaign concept. I gave it a key message of my campaign. Impossible growth made impossibly easy. I gave it some supporting messages around that. I gave it visual direction and then I asked it to create a mood board, an image style guide, UI layout, examples. So like literally everything you would need. This is a killer prompt. And we can give you a version of this that is generic that you could do.

[Unknown Guest]

That is a cool prompt. Did you create that prompt from scratch or you had AI help you create it?

[Kieran Flanagan]

AI and I went back and forth on creating this prompt and it's a great one.

[Unknown Guest]

Yeah. There's two tips we've given that I really want to make sure people, because they're not going to get this in the average. Here's how you one shot images with a new model. Totally two tips we've given that I really want to make sure people, because they're not going to get this in the average. Here's how you one shot images with a new model. How we use deep research, you and I use deep research to create comprehensive different templates, style guides and things like that to ensure the depth of what we ask the AI to do is like really good. And the fact that you are creating these incredibly advanced prompts with AI. I showed how I use GPT assistants trained on in depth templates to create different prompts. So it's like that's a form of AI helping me craft prompts. And you're doing the same thing. You're going back and forth with the AI to tweak prompts. And I think those two things alone are really important when you're thinking about how to get the most use out of the Image Gen tool or any other AI tools.

[Kieran Flanagan]

I couldn't agree more. I want to say what you just said again in a different way, which is like if you were just opening up chatgpt and typing stuff in, you're going to get an okay result, right? If you are doing a deep research project using that deep research project as context for ChatGPT, you're then opening a ChatGPT window and working with it on a prompt and then you take that prompt and that deep research to generate an outcome. So you're doing three chatgpt windows instead of one. You're going to be 10 to 20 times more successful in terms of quality of output, right?

[Unknown Guest]

Exactly.

[Kieran Flanagan]

And so what did it do here, man? It gave me a full mood board for my campaign colors. I should use imagery, style, ui, iconography, layout examples. And I can again use the image editor just like I did. If I wanted to change or edit any of this, then it gave me some digital ads that are not bad, right? For like one shot it made me a billboard and now I have a campaign agent that I can then have make any asset in this campaign I want, right? I can say I want it to mock up an email template. Oh, can you mock an email template design for this campaign?

[Unknown Guest]

Pretty incredible because I have all of.

[Kieran Flanagan]

The brand knowledge, I have all of the campaign context and now I can just basically jam. It's my creative director and art department for me.

[Unknown Guest]

Is that not wild that they have in an updated model they are able to now fulfill most marketers creative needs. There is a whole industry by the way of software companies that do that today.

[Kieran Flanagan]

This is mind blowing.

[Unknown Guest]

I think this is a better experience.

[Unknown Host]

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[Unknown Guest]

It's a different way of working. You're not just click, click, click and drag and drop in, but the output is a little more unique and you can make it a lot more unique and applicable for your needs. It's pretty wild, actually, how incredible this model is.

[Kieran Flanagan]

I think we have to buy ChatGPT now for the entire HubSpot marketing team.

[Unknown Guest]

Yeah, right.

[Kieran Flanagan]

Just because of this model, you can now be a frontline marketer. And if we give you the right context and everything around our brand, you can be working on an obscure marketing campaign. And I say obscure by like, it's more niche. Right. And it can look at the level of professionalism that you would expect a creative team to produce. Right. Because you've taken all of that background work from the creative team and you package it up in a way that makes it really accessible for maybe somebody who's not a creative. And you can see right now there's a ton of people using image generation. So it is a little slow right now.

[Unknown Guest]

A ton. A million an hour. Their servers are.

[Kieran Flanagan]

If you have a million signups an hour, not counting existing users, it's pretty crazy. But hey, here is the base of a email template and I could then go and use image editor and give it copy and everything, and over the course of 5, 10 minutes, it would be a pretty good email template. Right?

[Unknown Guest]

Right. So what you're showing is you can go now from, you know, building your brand style guide, going from singular creative to multiple different creatives. That's what I was going to show as well, which is we're kind of still talking about ads here. And so we had covered this ad, which was created through some iteration using that comprehensive style guide. My One was much more of a copywriting style guide or a ad style guide crafted from David Ogilvy's teachings and principles. Yours was more on the brand style guide. But you can combine those two things together. I could just take your color palette, right, and, and actually apply it to my ads.

[Kieran Flanagan]

Correct.

[Unknown Guest]

So then you're like, okay, well this is a great ad. I like everything about it. I need to just make sure all of my marketing assets are consistent and all feel consistent to this. And so the next thing you do is the way that you and I work. It's another deep, research crafted style guide that is 34 pages again. So it's a complete masterclass in how to create landing pages. If we had time, I could say, create 10 variations of this, right? So we're showing you one, but you can create 10 variations, you can create 100 variations. You can create a variation per industry. It does a really good job. Then I go, okay, here is a best practice style guide on how to create landing pages. And I would need to apply your color palette because it hasn't got the color palette like correct. But it's again, done a pretty great job on creating a entire landing page, perhaps what's homepage based upon my new copy and creative use for that ad. And I actually think this is freaking good. This homepage is better than what most agencies in the past are probably sent us. Like, it's insanely good. Now the thing I would say is, okay, well, I can literally just tell it to build the page. I can now code this.

[Kieran Flanagan]

We're gonna make that a whole separate show. We're gonna do an advanced vibe marketing show and we're gonna take some of this stuff and turn it into real working assets.

[Unknown Guest]

We've shown how to create a landing page best practice template and then go from add to landing page. You've shown how to take any brand and actually create a color palette so you can iterate through different brand styles. The other thing I want to show is just how good it is at creating visual styles. And so these visual styles were all created using ChatGPT's image tools. And it's very similar. Right. Just imagine that I've used some prompts and deep research to craft different styles of ads and to show the delineation between how these different ads look with different styling. Because I think this is one of the core reasons this model is so impressive, is that it doesn't just get all the text correct. It is able to delineate between different styles if you give it the right Instructions. So this is a fashion brand. This is like a Gen Z style, right? I think the copy again, really good. The visual really good. For people who are listening along, it's for a fashion brand called Iconic. It says fashion that starts fights. Your mom won't get it. That's why it's perfect. Hey, like your parents are old and outdated. They won't understand this. This one here is really good, right? This is like the before and after shot. This is the person before they got styled looking like they're working remote and the person who's got a ton of style and looking much better. This one here is just kind of the typical ad you would see for a fashion brand like dress to defy gravity where trend meets takeoff.

[Kieran Flanagan]

Very typical.

[Unknown Guest]

How much money would you pay for this copy by the way?

[Kieran Flanagan]

Oh, you pay so much.

[Unknown Guest]

Thousands of dollars. So much money. This one is really good. Arrived yesterday. Fashion delivered fast. They're iconic, like just so subtle, so clean. Again, a different type of style. So you are only limited by your ability to like craft different instructions for an AI assistant to like craft these styles for you, it's unbelievable.

[Kieran Flanagan]

So a couple things Karen. One, I was in a meeting with the great Pat Great from Sequoia Capital last week and one of the best technology investors of our time and he had the best quote that I just going to keep saying over and over. AI is a creative pursuit, right? You know, if you are a creative person, AI is a real boon. The second thing I would say is that branding is like a double edged sword. I think by OpenAI branding, ChatGPT4O image generation, they really undersell what it really is. They're positioning it for this consumer use case which millions of people will use to just generate these one off images. But if you are a professional, if you're a marketer, you got taste, you got style, you got experience. This is an entire marketing assistant.

[Unknown Guest]

It's a design studio.

[Kieran Flanagan]

It is a design studio. A copy, it's a whole creative studio. Design plus copywriting plus then coding some of these assets, right? It's like an entire creative resource. Like if you were running a startup two years ago, you would have had to hire like five people to do the work that now if you're just like a solo marketer, you can do probably with the help of a like a freelance developer to like clean up some code and do some of the implementation of the code. And that is literally, I don't think anybody understands the tectonic shift that has happened in the last week with these.

[Unknown Guest]

Tools, they are your creative agency. All you actually really need to do is write briefs. If you can write briefs, you have a creative agency. That's basically it. Like, yeah, as long as you can write briefs, you have a creative agency at your fingertips. The other thing is it's teaching people to use software in very different ways. Right?

[Unknown Host]

Yes.

[Unknown Guest]

We would have normally drag and drop this stuff and templatized it and everyone's stuff would have looked very similar because it's like these templates where you drag and drop elements in. But it's teaching people to use software in a much more conversational way. And I think that's a really interesting thing is, like, there's a whole generation of people starting to use software and their expectations for how software even works is going to be very different because I'm going to use this for write in tech design, all these different things that I do. And my expectation of how it works is going to be very different from traditional software.

[Kieran Flanagan]

It's very different. I have one last example I want to show everyone of why it's different. When I got thinking of this new model, I got thinking of like, what is like the most prototypical, what's the archetype use case or something like this? And it would be logo creation.

[Unknown Guest]

Yes.

[Kieran Flanagan]

Like, everybody needs a logo. Every company that has a logo hates their logo. Right. And so you know that there are like hundreds of CEOs out there right now on chat GPT being like, I hate my logo. Help me make a better logo. Right. And so what I did is I created this prompt and we can share it. I'm sure it'll end up being down in the link in the description below. And it's a logo creation template and you can just insert your own information. And it's instructions for this model. And I came up with a sneaker brand Kieran, called one of a kind, and it's a custom sneaker company. Because this is my fictional business.

[Unknown Guest]

I like it. I think that's a doable business.

[Kieran Flanagan]

And it tells you what your color, style and preferences are and everything in brackets. Like, this is just the information that I filled in into the template. And this is a great template prompt. Like, how are you going to be using this stuff? How many variations? And then it just creates images for you and you can just keep having it create them over and over. Right. And you can tell it specifically what you do and don't like. But now I could iterate on this for like 30 minutes and probably have a really good logo. Right, right. And this is a template prompt that we'll share that anybody can use. But to me, that it can solve, like, one of the biggest design challenges of our time creating. Lou companies spend hundreds of thousands of dollars and millions of dollars on logos, and that should never, ever happen again, if you ask me.

[Unknown Guest]

And the other thing that you shared, like, is you can grab any part of that image highlighted and use text to kind of change it and riff on it. So when people are going through and cycling through these different images and thinking about, like, how do I edit that? You don't have to, like, re edit the entire image. I think we should just reiterate that point. You can just highlight any part of the image and start to conversate with the AI to be able to, like, change that part of the image, which is, again, is totally wild. It's actually ridiculously insane how good it is. I just keep coming back to, like, with one model update. And from what I've heard, this is unexpected. Like, OpenAI again, like, they were caught off guard with ChatGPT. They did not realize that this was a huge launch. No, they did not realize this was going to be as popular as it is. But I think what it's showcasing is if you give people tools that can really unleash their creativity and that creativity is currently held back by tooling, then that is the thing that people want. Because what happened the same week this was launched, Gemini launched an incredible model 2.5 pro that we probably will cover something around. It's an incredible model and literally no one talked about it. No one cared, because everyone was busy creating weird images in Japanese comic book styles. Because everyone wants to unleash ideas. Everyone actually wants to be creative. And that's what OpenAI have managed to capture with this model. And I think the GPT4.5 launch, which are the creative model, Claude's model is showing that AI is really intrinsic to how marketing will be done in the future. It is a creative tool and I think that is going to be really important for marketers to learn. And I'll just show how much I'm a believer in it. Right. Like, so I created that headline that I showed you. I thought it was a really smart headline. The scale, revenue, not headcount. It's like, kind of adhere to, like, the principles that David Olvey has where he really managed to get the thing that truly matters. And so this is what I decided to do, Kip. Because I'm so, like, I'm so into this.

[Kieran Flanagan]

Oh, I love a good one. More thing.

[Unknown Guest]

Got it as an arm tattoo.

[Kieran Flanagan]

Oh imagine if everybody watching if you would like to guess the number of joke images Kieran Flanagan has shared with me thanks to this image generation tool, the number is very, very high. You're welcome to guess.

[Unknown Guest]

I did put the entire land page on my arm. I should actually have just done the core headline, but there you go. You can get the entire I was.

[Kieran Flanagan]

Just going to say we all know that that's not your arm because you're not that muscular.

[Unknown Guest]

Plus I do already have a tattoo so it would show. It would show up over but. But I spent an inordinate amount of time the first day this was released just because I did a presentation for HubSpot Board and you all. Yeah, I've just put myself into like funny scenarios mostly Liverpool winning the premiership with me as part of the team. But it is a time suck as well. You get really into it.

[Kieran Flanagan]

So here's the takeaway. AI is a creative pursuit. The new ChatGPT 4.0 is a marketing agent for marketers. It is much more than just image generation. We're going to be doing lots of shows on advanced use cases coming up. So you're going to want to hit like you want to hit subscribe because you're going to see a ton of videos like this or better than this in the coming weeks and months. And we'll be back with more prompts, more examples, more ways you can grow your business using AI. On the next episode, Marketing Gets the Grain. We'll be right back to today's show.

[Unknown Host]

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[Kieran Flanagan]

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[Kieran Flanagan]

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[Unknown Host]

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