Codex 如何成为 OpenAI 创意团队的协作者

本文是我们系列分享的一部分，展示 OpenAI 如何内部使用自身技术和 API。这些工具在 OpenAI 内部使用，此处作为前沿 AI 如何支持我们团队用例的示例进行分享。

大多数人认为 Codex 只适用于工程师和开发者，但对于 OpenAI 的创意专员 Chad Nelson 来说，Codex 已成为创意问题解决者和协作者。Chad 的职责是探索 OpenAI 模型能为创意团队带来哪些可能性，然后将这些可能性转化为演示、工作流程和品牌合作伙伴可以借鉴的想法。

Chad 习惯于在创意人员常用的标准软件限制下工作，而 Codex 帮助他创建更好的工具、构建自定义工作流程、并基于项目的完整背景生成活动方向的能力给他留下了深刻印象。

"实际上，我会把 Codex 草图、故事板和设计风格指南——那些你认为 Codex 无法理解的东西——交给它。但它不仅能理解这些内容，还能真正帮助我利用这些不同资产进行协作和创作。"

——Chad Nelson，OpenAI 创意专员

构建理解简报的自定义工具

"我整个职业生涯使用的工具都不知道我在做什么项目、为哪个品牌工作、想推销什么产品，"Chad 说。"而 Codex 和 ChatGPT 拥有上下文。它们知道我是在为_这个_客户、用_这个_产品、实现_这些_战略目标。"

Codex 还能理解品牌手册、风格指南、字体和构图——凭借这些知识，它能更好地适应项目的创意需求。

活动方向由其所服务的品牌、产品以及你想在作品中传达的情感特质共同塑造。Chad 发现，Codex 能够吸收所有这些背景信息，并以传统工具无法做到的方式跨输入协同工作。

他还使用 Codex 创建和定制工具，以帮助解决特定问题。

通过自然语言，他可以描述自己想要的工作流程，并请 Codex 帮助构建。这可能涉及连接 API 密钥、创建原型界面，或设计一个让他能够探索视觉处理方案的自定义 UI。

"借助 Codex，我实际上可以创建工具、用户界面、滑块和控件，"他说。"我可以调整相机构图或光照，并创建具有深度和立体感的实时阴影。"

拓展创意领域

Codex 还加速了创意探索。最近，Chad 有一天时间为一个新客户开发一套广泛的活动创意。通常，他可能会探索五个方向，如果时间充裕，或许十个。其中许多可能只是同一想法的细微变体。

借助 Codex，Chad 首先向系统提供项目背景：品牌及其产品、一些指导原则以及客户目标。他还输入了关于他希望活动呈现基调的信息。

仅用一天时间，Chad 和 Codex 就生成了 50 个活动方向，然后他进行审查并提炼出 10 个最强创意。"我发现 Codex 让我能够进行创意即兴发挥，并以更大的自由度探索所有这些不同选项，"他说。

有了更多创意可供选择，即使在紧迫的截止日期下，Chad 也能在提案中带来更强大的选项集。

更快地从概念过渡到原型

Codex 在创意团队通常进展缓慢的环节提供了助力：初始概念构思、工作流程设计和技术实现。

当 Chad 心中有一个原型时，他可以描述它并开始构建。如果工作流程依赖于新的模态或 API 集成，他可以请 Codex 帮助连接它们。如果遇到困难，他可以用自然语言解释问题，并在不脱离创意流程的情况下解决它。

对于创意人员来说，这缩小了想法与执行之间的差距：

• 曾经需要交接的技术障碍可以成为同一创意过程的一部分。
• 创意总监可以使用构图和光照控制，而不是冗长的提示词。
• 设计师可以原型化界面，而无需等待自定义工具的范围界定和构建。
• 团队可以在保持人类判断核心地位的同时探索更多概念。

更广泛地说，Chad 的经验展示了创意团队使用 AI 的新方式：随着工作的成形，构建他们所需系统来创建、评估和完善想法。

"我认为通过使用 Codex，我学到的一件事是，如果你对创意工作流程、解决方案或界面有一个想法，就直接问它，"他说。"告诉它你在想什么，然后突然之间，十分钟后你就会看到一个原型。"

This is part of our series sharing internal examples of how OpenAI is using its own technology and APIs. These tools are being used internally, at OpenAI, and are shared here as illustrative examples of how frontier AI is supporting use cases across our teams.

Most people assume Codex is just for engineers and developers, but for Chad Nelson, Creative Specialist at OpenAI, Codex has become a creative problem solver and collaborator. Chad’s role is to explore what OpenAI models can make possible for creative teams, then turn those possibilities into demos, workflows, and ideas brand partners can build on.

Used to working within the constraints of the standard software for creatives, Chad’s been impressed with Codex’s ability to help him create better tools, build custom workflows, and generate campaign directions grounded in the full context of a project.

“I'm actually bringing Codex sketches, storyboards, and design style guides—things that you wouldn’t assume Codex could understand. But it not only understands those things, it actually helps me collaborate and create utilizing those different assets.”

—Chad Nelson, Creative Specialist, OpenAI

Building custom tools that understand the brief

“The tools I’ve been using my whole career have no idea what project I’m on, what brand I’m working for, what product I’m trying to pitch,” Chad says. “Codex and ChatGPT have the context. They understand that I’m working for this client, with this product, with these strategic goals.”

Codex can also understand brand books, style guides, fonts, and composition—and with that knowledge becomes more attuned to the creative needs of a project.

A campaign direction is shaped by the brand it’s for, the product, and the emotional quality you want to convey in the work. Chad found that Codex can take all of this context and work across those inputs in a way traditional tools could not.

He also uses Codex to create and customize tools that will help solve specific problems.

Using natural language, he can describe the workflow he wants and ask Codex to help build it. That might mean connecting an API key, creating a prototype interface, or designing a custom UI that lets him explore visual treatments.

“With Codex, I can actually create tools, user interfaces, sliders, and controls,” he says. “I can adjust camera composition or lighting, and create real-time shadows with depth and dimension.”

Expanding the field of ideas

Codex is also speeding up creative exploration. Recently, Chad had one day to develop a broad set of campaign ideas for a new client. Normally, he might have pursued five directions, or maybe 10 with enough time. Many would likely have been close variations of the same idea.

With Codex, Chad started by giving the system project context: the brand and its products, some guidelines, and the client’s goals. He also provided input about the tone he wanted the campaign to strike.

In just one day, Chad and Codex generated 50 campaign directions, which he then reviewed and distilled into the 10 strongest ideas. “What I found is Codex is allowing me to riff creatively and to explore all these different options with a greater sense of freedom,” he says.

With more ideas to work with, Chad was able to bring a stronger set of options into the pitch, even under a tight deadline.

Moving from concept to prototype faster

Codex gives creative teams leverage in places where work often slows down: initial concepting, workflow design, and technical implementation.

When Chad has a prototype in mind, he can describe it and start building. If a workflow depends on new modalities or API integrations, he can ask Codex to help connect them. And if he gets stuck, he can explain the issue in natural language and work through it without leaving the creative flow.

For creatives, this reduces the gap between idea and execution:

• Technical hurdles that once required a handoff can become part of the same creative process.
• Creative directors can work with composition and lighting controls instead of long prompts.
• Designers can prototype an interface without waiting for custom tools to be scoped and built.
• Teams can explore more concepts while keeping human judgment at the center.

More broadly, Chad’s experience illustrates the new ways creative teams are using AI: building the systems they need to create, evaluate, and refine ideas as the work takes shape.

“One thing that I think I’ve learned through using Codex is that if you have an idea for a creative workflow or a solution or an interface, just ask it,” he says. “Tell it what you’re thinking of, and suddenly in 10 minutes you’ll be looking at a prototype for it.”