[RECORDING] Make Work Flow

Make Work Flow: Campaign marketing briefs and creative content with ChatGPT Work September 10, 2026 Kenna Valdez: Hi, everyone. Thank you so much for joining us today for this session of Make Work Flow. Charmaine and I are really excited to show you today's ChatGPT Work use case for campaign marketing briefs and content. I'm watching you all trickle in here. We will get started in the next 30 seconds or so, but we appreciate you joining. While we wait, you can let me know in chat where you're joining us from, be that city, country, state of mind—whatever you're comfortable sharing. We'll get started in just a second. Thanks for kicking us off, and thank you for joining us. I love this. We're across time zones today. I appreciate you all jumping on. With that said, I am going to kick us off. Hello, everyone. Welcome to Make Work Flow. This is our series focused on showcasing how real Activators—the people who are designing, building, and managing new ways of working with AI with their teams—do just that. Whether or not you call yourself or think of yourself as an AI Champion yet, this series is meant to give you real examples of useful, repeatable workflows that you can take back and adapt to your team, and some tips to design, build, and scale those workflows responsibly and effectively. A couple of housekeeping items: today's session is being recorded, and I'll make sure to share it with you in the Champion Community on OpenAI Academy, where you most likely signed up to attend today live. We'll both also be in chat throughout the session. I'll make sure to raise as many of your questions as we can address after the presentation. In today's session, Charmaine is going to show us how she uses and built a ChatGPT Work workflow to help develop campaign marketing briefs and content. I'll go ahead and hand it over to you. Charmaine Pek: Hello, everyone. Thanks, Kenna. We'd love to hear from you, if you're able to share: what role or team and what company are you from? I know we have people from different companies today, so we'd love to hear from you if you can type it in the chat. No one wants to say hi? Okay. Hi, nice to meet you. Human resources—you're in the human resources team. Who else do we have on the call? Creative director at a film studio. Very cool. Digital marketing, film producer—we have a very well-rounded mix today. Communications. Cool. Today, we're going to walk through a campaign brief. I'm first going to show you what we've built, and then I'm going to go behind the scenes to show you how we built some of these things. We really value your time, so we want to make this as useful as possible for you. Feel free to drop your questions in the chat throughout, and we can also have time at the end for some questions. With that, let me start by telling you the problem I'm trying to solve today. I don't know about you, but I work a lot with fragmented context. For me, it's really hard when things are scattered everywhere. The problem I'm trying to solve here is how fragmented it can be to take an idea all the way through to execution. When you think about a product launch, I have to gather context from different places. I need to research options, agree on a direction, create materials, and then review them with teams. At each step, someone has to translate what happened before in order for us to know what's going to happen next. This is where a lot of context gets lost. One thing I would say is that a big part of doing my job well, personally, is staying organized. That's where half the battle is won. I'm going to show you how we can use ChatGPT to help us stay organized and save time gathering all of this messy context, so that your teams will have clearer handoffs and hopefully get to more consistent work. I'm going to share my screen, and we're going to start with the first example for today. What you'll see on my screen is a site that we built internally. This is a different way of showing a presentation. In this example, I'm showing you how we can use ChatGPT to gather scattered inputs. We're building a fictional collection of sculptural lamps. We're going to call it Soul. In this example, I'm showing you how we can use ChatGPT to gather scattered inputs. We're building a fictional collection of sculptural lamps. We're going to call it SOL. Here, you can see that there are discussions, documents, and inputs everywhere. On the right, you can see the prompt I use. I'm asking ChatGPT, for our new lamp, to bring together supplier emails in Gmail, team discussions in Slack, the different scorecards for how we rank and prioritize products in Excel sheets, and project notes in Notion. This is the exact prompt that we used for the first part, to synthesize scattered inputs. From here, we use ChatGPT to help us perform in-depth research and analysis. For anyone who isn't familiar with deep research, it's a really powerful capability within ChatGPT. It can do multistep reasoning to help you get a more thorough output. Whether you're a small business or an enterprise, you can use ChatGPT. In my example with this new lamp line, I'm asking ChatGPT to recommend a supplier. I'm feeding it the exact specs, the past supplier list, invoices, and delivery records. Then I'm asking it to find new manufacturers for me. One of my favorite parts of using ChatGPT is that it can help us take action. Here, I'm spelling out what the output is. I'm asking it to build an Excel comparison of the landed cost, tariffs, timing, and supplier risk. Ultimately, this will help me with the research, because finding a supplier to build these lamps is not easy. Now that we've done in-depth research and analysis, the next thing I need to do is get creative with the ways we can tell the story. I'm using ChatGPT's image-generation capability. If you add image generation, this will come up, but you can also just ask it to create an image, and it can create these things for you. I'm asking it to create three lifestyle images for our new lamp. I asked it to keep each shape and finish consistent. Ultimately, I want to envision it in a billboard, so I asked ChatGPT to build all of these into a polished billboard as well as a polished campaign visual. This is where ChatGPT comes to life. You can use it to help you draft Excel sheets and Word documents, which is great, and then you can ask it to create these images and visuals for you. I'm going to open this billboard and show you what it looks like. This helps my team envision what it would look like if we were to create a billboard with these three lamps. It makes it a lot easier for us to drive toward a productive discussion. Now that it's come up with this product imagery and these visuals, I want to ask ChatGPT to turn this into a PowerPoint deck for us. The prompt here asks it to turn the model, supplier research, and product imagery into a leadership PowerPoint deck using our brand template. If you're wondering, “How do I put in my brand template? How do I tell it exactly what I need in terms of the font and colors?” you can upload your existing PowerPoint deck and say, “Follow the exact structure and help me build a deck with this new information.” Or you can copy and paste a specific link to your brand guidelines in SharePoint or Google Drive, and ChatGPT can follow the format. I want to point your attention to one thing. If you're looking at my screen, in the top right you can click on Annotate. After it creates this deck for you, you can spell out the specific change you want ChatGPT to build for you, instead of changing the entire deck. I highly recommend checking out this Annotate feature. It makes it a lot easier to make changes. For people who have never tried this before, if you're worried about not being able to edit any of these presentations, you don't have to worry. These are PowerPoint slides that you can download, open on your computer, and edit. It can also create Google Slides for you, if you happen to use Google Slides, and upload the output into a folder you have specified. I want to show you one more thing before we go into ChatGPT and talk about what happens behind the scenes. Now that we've built this PowerPoint, I want to build a website because I want to show all teams how we can bring this to life and envision what the website would look like. The prompt here asks ChatGPT to turn our lamp concept into a polished product website. Again, I am giving it the context it needs to do this well. I'm asking it to use the launch brief in my Google Drive and the imagery we created in the first couple of prompts. I want to point your attention to the task. After we spell out the goal, this is the task I'm asking ChatGPT to do: give Soul a clear visual identity, a product story, and a gallery of three designs. Finally, I'm giving it the other details: make it responsive, add subtle motion, and give me a working preview that I can open and revise. Specifically, I don't want it to put in pricing, and I don't want any unconfirmed specs to go into the website. I want to point your attention to the task. After we spell out the goal, this is the task I'm asking ChatGPT to do: give SOL a clear visual identity, a product story, and a gallery of three designs. Finally, I'm giving it the other details: make it responsive, add subtle motion, and give me a working preview that I can open and revise. Specifically, I don't want it to put in pricing, and I don't want any unconfirmed specs to go into the website. You can see the way we prompt it: put the goal, tell it where to get its context from, spell out the task, and tell it the things you don't want it to do. This is the site it built for us. I'm going to open it, and this is what you have. Depending on your workspace settings, if it's enabled in your workspace, you can create a site that you can share with your internal teams. To me, this is game-changing. In the past, I would have had to figure out how to build a website and publish it in Vercel or somewhere else. Now I don't have to worry about all of that. I can create an app or a website that I can share with my team. This is what the site looks like based on the prompt. You're probably thinking, “How is it so perfect in the first prompt?” The answer is, that's not always the case. You would need to go back and forth to iterate with ChatGPT. It's really important to know that it's not always going to be perfect right from the start. It's about iterating to steer it toward the output you want it to create. I see somebody talked about plan mode, and I would love to talk about that. Let me show you when we go into ChatGPT. For now, I wanted to take a step back and show you what we just did. We covered the end-to-end flow, starting with gathering the scattered inputs. Then we did in-depth research, created images, and ultimately landed in presentations and a website. Even if you are not a product marketer, I hope you can find something useful in this example, because you can adapt it to the work you're doing. Let me pause here, switch screens, and show you what goes on behind the scenes. Let me go into ChatGPT. What you're going to see on my screen is the desktop app. For anyone who hasn't downloaded it, you can go to openai.com/chatgpt/download and download the desktop app. If you don't have the desktop app available, that's fine as well. You can still use the web version. The main difference between the desktop app and the web is that the desktop app will have access to your local files, and it can also access your cloud files if you connect to plugins. I'm doing a lot of talking—let me show you how we do that. This is what the desktop app looks like. Kenna, can you confirm that you can see my desktop app? Kenna Valdez: You are good. Charmaine Pek: Thank you. In the side panel of my desktop app, you can start a new chat. You can schedule tasks. I love doing this because I can ask ChatGPT to come up with a daily work brief that helps me scan through my inbox and all my Slack messages to tell me my top priorities for the day. Depending on whether you have write access to your email, it can also help draft emails in your inbox before the day starts. I want to point your attention to plugins. When you go to Plugins, at the top you'll see Plugins and Skills. I highly recommend exploring the plugins available in your workspace. What you'll see on my screen is very different from what you see on yours. You may not have access to Gmail. I have access to Gmail and have already connected it. If you're using Outlook, you can click this plus button, and it will take you through a series of steps to authenticate and connect to Outlook. You can do a smoke test to check whether it works. I also saw that we have some creative people and people in product design. There's a plugin our OpenAI product team created and uses called Product Design. It's useful for turning ideas into prototypes. Let me take a step back. What is a plugin? A plugin is a combination of skills and apps that ChatGPT will use to get to the goal the plugin is meant to accomplish. In this case, the plugin is called Product Design, and it helps you explore and create prototypes. It has full transparency. You can see the MCP servers it's connected to and the skills that form the plugin. If you click on one, you can read through the skills and get a better sense of what the plugin is trying to do for you. Again, it's very important to understand who created these plugins to make sure you're using something secure. In this case, it's developed by our OpenAI team, and I'd highly recommend checking it out. Let me show you another step in the workflow. You can turn on this microphone icon, and it can help you dictate the prompt you want. Alternatively, you can have a voice chat—a two-way conversation with ChatGPT to help you with a specific task you're working on. Let me show you how we can gather scattered inputs to create the campaign brief, because that's one of the steps I didn't show you in the earlier workflow. I'm going to turn on this button. Hey, ChatGPT. Can you help me create a campaign brief? We are creating a launch campaign for Soul, our new sculptural lamp collection. Can you bring together the context below and create a campaign brief that our marketing and creative teams can work from? Hey, ChatGPT. Can you help me create a campaign brief? We are creating a launch campaign for SOL, our new sculptural lamp collection. Can you bring together the context below and create a campaign brief that our marketing and creative teams can work from? Specifically, use my Gmail and Google Drive to find the demo Soul launch request, brand and product information, customer insights, and campaign goals. I want you to create this campaign brief with the objective, target audience, recommended positioning, and core message. Can you add some creative direction for workspace, minimal, and botanical looks? When you're done, output it in a new Google Doc called “Campaign brief draft for review.” Thank you. Specifically, use my Gmail and Google Drive to find the demo SOL launch request, brand and product information, customer insights, and campaign goals. I want you to create this campaign brief with the objective, target audience, recommended positioning, and core message. Can you add some creative direction for workspace, minimal, and botanical looks? When you're done, output it in a new Google Doc called “Campaign brief draft for review.” Thank you. It's a lot faster for me to dictate, and now it's going to start working on the campaign brief. It's really important to connect all the plugins before you do this so it has access to Gmail and Google Drive. If you haven't connected them and you try to do this, ChatGPT will let you know it's not connected and guide you through connecting it. Because I knew this would take some time, I ran it in advance. I'm going to show you what it looks like. This is the same prompt, and it created this whole brief for me. You can then edit directly in the brief. Let me share my screen and show you what that brief looks like. On my screen, this is the campaign brief ChatGPT created for me. I told it to make it very clean and minimalistic, so it's giving me everything in black and white, in the OpenAI font I asked it to use. This is what goes on behind the scenes and how you can turn an idea into a brief, then use it to create other documents, images, presentations, or websites. With that, I'm going to pause here, and we're going to transition into Q&A because I know there are a lot of questions in the chat. Kenna, would you curate some of the questions and let us know what people want to learn more about? Kenna Valdez: Yeah, I love this. Thank you so much, Charmaine. One of the first questions that came up, shortly after we talked about deep research, was plan mode. Do you have any tips for the stage of the work where you're still thinking about how best to achieve the goals of the campaign? In particular, this was an internal marketing use case: a campaign about AI instruments or capabilities for colleagues. If you're trying to do internal enablement, or even for an external campaign you're still thinking through the best formats or channels to use, would you use plan mode for that? Any tips there? Charmaine Pek: Great question. I'm sharing my ChatGPT screen again, and I'm going to show you how to toggle plan mode and explain its purpose. Plan mode is helpful for going back and forth with ChatGPT to align on the exact plan before it implements the task. I don't know about you, but sometimes when I give ChatGPT a prompt, I think it understands me, but it goes in a completely different direction. I end up wasting tokens because it's building something I don't want. This is what plan mode is useful for. You type “/plan,” and you can see this little light bulb. I'm going to make this a little bigger. Whoops, I just made it smaller. You can see plan mode turn on with this light-bulb icon. Let's say: “Hey, ChatGPT. I'm trying to come up with a few different directions for our creative team to take this Soul lamp direction forward. We're struggling to align internally on what the campaign direction should be. Can you come up with a presentation that helps me address what we've done and some of the viable campaign directions we're considering?” Let's say: “Hey, ChatGPT. I'm trying to come up with a few different directions for our creative team to take this SOL lamp direction forward. We're struggling to align internally on what the campaign direction should be. Can you come up with a presentation that helps me address what we've done and some of the viable campaign directions we're considering?” Now that I've prompted ChatGPT, it's going to do some thinking and give me a plan. It tells me exactly what it's going to do before it executes the task. It's pulling some context, and while it's doing that, you can see the chain of thought. One thing I love about plan mode is that it clarifies questions. Unless it understands the task really well, most of the time it will clarify direction. “What should the team leave the presentation having decided?” I want the team to choose two concepts to test. If I don't think any of these options make sense, I can tell ChatGPT to do something differently. “Where is the biggest internal disagreement?” Visual styles. “What is the output I want?” Google Slides. It's clarifying these things and giving me a plan. Now it's writing the plan. Before I execute it, I have a chance to understand exactly what we're going to do. If this all looks good, I can implement the plan, and ChatGPT can build the deck. Sorry, that was a really long way of explaining plan mode, but I think that's a great question. Kenna Valdez: No, super helpful. Another idea I'll throw out there: we did a Make Work Flow session, I want to say last month or in late July, on internal enablement use cases. We used a site in this use case as well. Because you can share sites with anyone in your workspace, sites can be a great way to create something engaging, interactive, and useful for other teams at your organization to learn more about your team, or whatever your team needs to enable those folks on. That can be a great route, too. Another question we got acknowledged that a lot of success can be due to giving good context up front. In terms of the brand guidelines you uploaded, can we see what those look like? Do you have any tips about what a good example looks like and what those brand guidelines should include—what ChatGPT needed in this case to give you that lovely website and presentation you ended up with? Charmaine Pek: Excellent question. A couple of tips: if you have a specific deck you always use—let's say a weekly report you have to fill out—give that exact link and ask ChatGPT to follow the exact structure of the deck. Another way is to upload your entire brand-guidelines deck, which contains your font, how you do a header or title, and colors. ChatGPT will be useful for picking up the guidelines and building something aligned with them. You can also describe the deck you would like, but I think giving examples makes it a lot easier for ChatGPT. Sometimes you don't have the brand guidelines. Let's say I really like the way Apple does its branding, but I don't have access to its brand. I can take a screenshot of its website and say, “Can you build a deck that looks clean and minimalistic like Apple does?” Kenna Valdez: Yeah, screenshots are great. We have another example of this: one of our deployment managers here at OpenAI has a product-development background and maintains an MD file. ChatGPT updates it for him as he shares preferences, changes, or rules he always wants it to stick to. Whether you have an example PowerPoint deck you want to upload or want to work with ChatGPT Work to maintain a file that keeps track of your preferences, skills can also be a great way to do this. That's useful if something is really repeatable, like creating the same presentation or report every month. There are a few different ways you can do it, but I agree. I love an example, rather than necessarily trying to describe exactly what margins and things like that you want it to use. We are just about running up on time, but if there's one more thing you want to show, Charmaine, please do. Charmaine Pek: Thanks, Kenna. I was going to say, I think somebody asked about how to turn a presentation into a video. One plugin is helpful for creating short-form videos. It's called Remotion, if you want to check that out. That's all I wanted to share. Kenna Valdez: Great tip. Everyone, I know we're at time and want to get you out of here on time today. Thank you for joining us, and thank you so much, Charmaine, for sharing this. I know I learned a few things. As a reminder, we recorded today's session, and I'll be putting the recording in the Champion Community on OpenAI Academy. That's probably where you signed up for today, or from one of our emails, so you're likely already a member. That's your space to find more real examples from our previous Make Work Flow sessions, as well as future ones, and more resources to help you design these repeatable workflows a little more easily. Thanks again for joining us. We appreciate your time. Have a great rest of your day and a great rest of your week. Charmaine Pek: Thank you. Bye.