How chatGPT might replace your entire creative team

I've spent a few hours with the latest release of ChatGPT, and what started as a fun experiment turned into a full-blown creative production machine. I gave it zero prompts for actual copy, just the style, genre, and target audience. And what it produced? Honestly, sharper than most real-world campaigns I’ve seen out there.

I'm personally blown away by the versatility of the ideas. The copy was punchy, on-brand for each audience, and effortlessly adaptable across multiple formats. Based on this trial? Yeah, I think copywriters can be replaced by AI… at least for this kind of fast-turnaround, campaign-style content.

The Design? Also incredible. GPT-4o doesn’t just write the ads, it creates the design as well. From comic book panels to detailed 3D character illustrations, brochure layouts to mobile mockups, it pulled off a range of visual styles that feel like the work of multiple specialists. Creatives don’t have to browse or buy stock mockups anymore. By just prompting “make it look like a poster in a subway” or “put this on a brochure at a desk”, ChatGPT can deliver exactly that… in seconds. From a productivity standpoint, this is a game changer.

• I gave the creative direction: the style, the genre, the format, and the target audience

• ChatGPT did everything else: headlines, visuals, layouts, campaign framing

• The only real delay? A 5–10 minute cooldown between image generations

• Cost? $20/month

So... Is AI taking our jobs?

At this point, any professional who can be told exactly what to do can be replaced by AI tools. Giving clear instructions to bring an idea to life is exactly what prompting is about. The only difference? A machine can generate unlimited possibilities, doesn't get sick, doesn’t go on holiday, and never complains. All that for $20/month...

So far, I’ve mostly trained creative teams and individuals on prompting. But have internal workflows improved much? Not really. Why? Because it's management who gives the tasks and instructions to creatives. They are the ones who need to master the art of prompting in order to save serious time, energy, and resources on dead-end feedback loops and endless misunderstandings. That’s where the real benefit lies: multiplying productivity and delivering results at rocket speed.

So why is middle and upper management the least receptive to learning prompting? Because they’re used to dealing with people... not machines. Most of them can barely put together an Excel sheet. And now they’re expected to engineer artificial intelligence? No wonder they keep pushing creatives and developers (the ones who already speak the language of machines) forward, so they can keep doing what they do: dealing with people.

We live in an era of supernatural intelligence, yet productivity still struggles to keep up. Why? Because the people who could unlock the real potential... simply won’t learn.

I’ve seen several times CEOs sabotage their own company clinging to the "we’ve always done it this way" mindset. Nothing wrong with good old structures, but when you're given the chance to improve, why not take it?

What about the creatives... Are they safe?

I hate to say it, but for a lot of straightforward ad work? Probably not. I'm not saying AI creates better ads, since creativity is still a very human skill. But in terms of speed and volume of production, it’s nearly impossible for even the brightest human teams to keep up. With the right prompts, you can now generate a complete ad campaign, including strategy, copy, visuals, and mockups, in less time than it takes to organise a kickoff meeting.

That leaves us with a few roles that still feel irreplaceable:

• Art Director / Creative Director or the person with imagination and vision who defines the style, genre, tone, and emotional impact

• Marketing Manager / Strategist or someone who understands the audience, product, and business goals well enough to steer the direction (which could technically be also done by AI. But let’s not go there. Yet.)

Don't panic! AI doesn’t just replace creative roles,  it also extends them, challenges them, and elevates them. As long as creative experts master prompt engineering (hopefully better than their managers), they should be safe. But the reality is clear: the future of creative work won’t just be about being creative. It will be about the blend of creativity and technical skills. The ones who thrive in prompting the machine will be those who can keep up with the much more productive workflows.