The AI creative workflow
See the full workflow — research, angles, hooks, images, video, checks — and where ChatGPT and OpenAI’s tools fit at each step.
The workflow
- Research — reviews, calls, competitor ads, customer language.
- Angles — the reasons people buy (pain, gain, proof, curiosity, comparison).
- Hooks and copy — many variations per angle.
- Images — static ads, carousels, thumbnails.
- Video — scripts, storyboards, AI video clips, voiceover, captions.
- Checks — accuracy, policy, brand and rights.
- Test and learn — launch, read results, iterate on winners.
Which OpenAI tool for what
- ChatGPT — research summaries, angles, hooks, scripts, copy and briefs; can also analyse uploaded files and spreadsheets.
- Image generation in ChatGPT — create and edit ad images from text and reference images.
- Sora (OpenAI’s video model) — short generated video clips from text or images, where available.
- Custom GPTs / Projects — save your brand guide, examples and instructions so every chat starts on-brand.
Your role
AI produces volume. You supply the strategy, the customer insight, the brand judgement and the final approval.
💡 Real-world example
A final expense publisher used to produce four new ads a month. With a ChatGPT research-to-hooks workflow and AI images, one media buyer produced 30 tested variations a month — and found two angles that beat the old control.
✅ Checklist
🛠 Your assignment
Map your current creative process against the seven steps and mark where AI could save the most time.
📝 Check your understanding
Answer 2 of 3 correctly to complete this lesson.
🧪 Practise this skill
Try it in a free Practice Lab and get instant feedback.
💬 Questions about this lesson?
Ask a questionAsk the community — practitioners and the BFOUNT team answer.
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