From chaos to AI clarity
How our CREATE framework helps marketers build their own AI assistant*
AI hasn’t just joined marketing.
It’s settled in, learnt the lingo and started showing up to meetings uninvited.
According to HubSpot’s 2025 State of Marketing Report, 92% of marketers say AI has already impacted their role. That’s not a fad – that’s a full-blown shift in how marketing teams think and work.
But here’s the thing: more than half of those marketers admit they still feel overwhelmed by how to use AI effectively.
And that’s not failure – that’s honesty. It shows marketers know AI shouldn’t replace creativity; it should help it hatch faster.
We’re all using AI … but are we using it well?
Most marketing teams are deep in AI experimentation.
Prompts, plugins, “let’s see what it comes up with.”
But here’s the problem: While AI can churn out copy at lightning speed, it still doesn’t sound like you.
So yes, you get faster first drafts – but you also get more editing.
More output, sure. Not always more impact.
At chicken/egg, we see it all the time. Teams know AI could save time, but they don’t trust it to stay on brand.
And fair enough – why would you trust a tool that doesn’t know your tone, your rules or your audience?
That’s why we created CREATE – our framework for turning generic AI into your brand’s most reliable team-mate.
The problem isn’t capability – it’s control
Most AI tools are generalists. Brilliant at everything. Specialists in nothing.
They don’t know your voice, your style or where to draw the line between ‘bold’ and ‘off-brand’.
The result? Inconsistent copy, wasted hours and that all-too-familiar moment when you mutter: “Fine, I’ll just rewrite it myself.”
The CREATE framework flips that.
It helps you teach AI how you work – so instead of a tool that needs managing, you’ve got one that actually helps manage the work.
Meet CREATE
CREATE stands for Context, Requirements, Embed, Align, Train, Evaluate – six simple steps to go from chaos to clarity.
Context
Start with purpose. What’s the GPT for? Who’s using it? Get that right and everything else clicks.
Requirements
Set your house rules. Tone, structure, banned words, preferred formats – the details that make it sound like you.
Embed
Feed it your gold. Upload the campaigns, blogs and decks you’re proud of. Let it learn from your best work.
Align
Test it on real briefs. If it sounds off, tweak it until it’s on-brand without needing your red pen.
Train
Keep it sharp. Add feedback and new examples so it evolves with your team, not behind it.
Evaluate
Measure what matters. Time saved. Quality gained. Consistency achieved. Then decide what to build next.
What changes when you get it right
When AI actually understands your brand, everything speeds up without dumbing down.
We built a client a custom GPT and within weeks, we’d cut content turnaround time by 60% – and finally had breathing space to think big again.
Their marketing assistant now:
- Turns briefs into first-draft campaign routes
- Writes on-brand blogs with metadata and calls to action
- Produces client-ready decks and proposals
- Keeps tone and style consistent across every touchpoint
Our creative team still writes – they just start from something good instead of something blank.
Why we built CREATE
We’ve spent decades balancing creativity and clarity.
When AI showed up, we didn’t panic – we got curious.
What if, instead of replacing writers and strategists, AI could help them think faster, brief smarter and stay consistent?
That’s why we built CREATE.
A framework that makes AI adoption practical.
Something real teams can use every day to make better work, faster.
Because the truth is simple:
AI won’t replace creative people.
But creative people who know how to use AI properly?
They’ll absolutely replace the ones who don’t.
Ready to CREATE yours?
If you’re a marketing leader curious about what AI can really do for your team, we’ll show you how to:
- Build a GPT that understands your brand voice
- Train it using your own tone, templates and content
- Measure its real-world impact on quality and time
Let’s make AI your most reliable team-mate – the one that never misses a deadline or needs another coffee.
Get in touch to learn the CREATE framework and build your own GPT assistant.
chicken/egg – hatching smarter creativity.
* You’ll need a ChatGPT Pro account to hatch your own custom GPT. It’s the platform we use – and the one we recommend for all CREATE builds.
