OpenAI and Marketing Enthusiast - Co-Pilots or Competitors?

Does generative AI leave a space for the spark of human creativity?

Nearly a year has passed since ChatGPT exploded onto the scene. For those of you who are using it – and I hope most of you are – it’s clear that AI has progressed to an almost superhuman level of creativity.

I am a strong believer that creativity is what makes a marketing campaign stand out from all the rest and drives changes in consumer perception. So, as a marketer, where do I – and my sense of creativity – fit into the new world of AI?

Picasso once said:  “The artist is a receptacle for emotions that come from all over the place: from the sky, from the earth, a scrap of paper, from a passing shape, from a spider’s web.”

Curiosity and emotions: these are the basis of creativity. Everything begins with how we feel and how we react to what we see and hear. We begin to think, reflect, and attempt to shape and express our feelings in words or images.


Welcome to a New World of Creative Possibilities

We have now entered a new zone, one that is not yet completely defined and whose conditions are still uncertain. But it has already opened a new ‘playground’ for our thinking process and new possibilities in the way we create. From my personal experience, the purpose of OpenAI is not to recreate what we already know, but perhaps venturing to new and unknown spaces. AI delivers suggestions at a rapid speed, but we have the final say as to whether we like it, accept it, or mold it to reflect what we are trying to express.  More than anything, I think OpenAI opens a new dimension in which to explore new ideas. 

One of my observations is that the outputs of AI and machine learning inspire me to react; in a sense, the machine and I are engaged in a ‘loop’ of exchanging opinions. You could say that AI supports an analytic perception of multiple dimensions. A lot of the outputs from AI are a kind of chaotic collection of references – not always what I expect – so I need to use my unique human ability to parse the output and use the best parts as a springboard to new directions. This process of creative exchange makes me grow as a person and as an expert in my field.

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15 Recommendations for AI Tools

Now, let’s talk tactics. There are numerous ways that AI can be used every day to support creative and innovative marketing. So as promised, here are 15 AI-based tools that I like to use and recommend for visuals and graphics, generation of content ideas, content creation, and social media campaigns.


  1. Adobe Sensei: AI-based graphics and visual design integrated with Adobe Creative Cloud applications like Photoshop and Illustrator. It can help with image recognition and color correction and even suggest layout adjustments.
  2. Dall -E: Capable of generating images from textual descriptions.
  3. Clarifai: AI-powered image recognition tool. Upload an image, and AI will analyze and describe its content. This can help you generate unique content ideas based on visual elements.
  4. Rhino combined with Grasshopper: A 3D visual programming language plugin. Use it to create complex designs and iterate variations using algorithmic and AI-driven approaches.
  5. Runway ML: Allows you to train models for image generation, style transfer, and other artistic applications. Particularly suited for designers who want to experiment with AI-generated art.


  1. Google's AI-Powered Tools:
  • Google Trends: Identify trending topics and search queries to stay informed about what's currently popular.
  • Google Discover: Get personalized content recommendations based on your interests and browsing history.
  1. HubSpot Marketing Automation:
  • Build nurture flows for products, newsletters, organic social, etc.
  • Blog ideas generator: This tool prompts you to input up to five nouns related to your industry or content niche, and it generates a week's worth of blog post ideas.
  1. AnswerThePublic: Enter a keyword or topic, and this tool generates a visual representation of questions and phrases people are searching for related to that topic. It's great for brainstorming content ideas.
  2. Portent's Content Idea Generator: Enter a subject, and it generates catchy titles and content ideas.
  3. SEOPressor Blog title generator: Input your keyword and receive potential blog titles.
  4. CopyAI: This tool uses AI to generate various types of copy, such as headlines, product descriptions, and email subject lines. It can help spark creative ideas for your content.
  5. Runway ML: AI-generated art and creative writing outputs for out-of-the-box inspiration.
  6. Artbreeder: Blend and manipulate images to create unique visuals that can serve as starting points for content.


  1. Talkwalker: Monitor social media conversations to identify trending topics and discussions in your industry.
  2. Awario: Track mentions and conversations related to your brand or industry and discover content ideas from real-time discussions.

AI technology continues to evolve, and some of the above tools will eventually be superseded by more advanced solutions. That’s why we must keep pushing forward, learning, and refining our skills.


Your Business Powered by AI and Sarine Solutions

AI tools can be incredibly powerful and time-saving, but they should not replace your artistic, business intuition, or your experience of success. Rather, use them to enhance your creativity and design process and take it to new levels and dimensions.

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So, how is my relationship with OpenAI working so far? Like every good relationship, it’s a conversation! I’m using AI to venture into uncharted territory and new spaces. Think of it as a kind of super cost-effective prototyping. AI has stretched my creative vision, and most importantly, it drives me to push the boundaries of innovation.