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Marketing Against the Grain

Stop Prompting: Build an AI "Design App" Instead (Demo)

41 min episode · 2 min read
·
Stop Prompting

Episode

41 min

Read time

2 min

Topics

Investing, Leadership, Design & UX

AI-Generated Summary

Key Takeaways

  • Multi-Model Testing Framework: Weebly enables simultaneous testing of Google Imagen, Runway, Mystic, Minimax, and GPT image models from one prompt, revealing drastically different outputs. This node-based approach prevents vendor lock-in and allows teams to swap models as technology improves without rebuilding workflows, ensuring future-ready creative systems that adapt automatically to better AI capabilities.
  • Brand Style System Architecture: Teams can create four reference illustrations in their brand style, then generate unlimited new assets matching that aesthetic by feeding examples through an LLM analyzer that extracts visual patterns. This workflow took one week to build but enables non-designers to produce on-brand content instantly, transforming creative from bottleneck to enabler across 300-person marketing teams.
  • YouTube Thumbnail A/B Testing Automation: The workflow accepts one baseline thumbnail, analyzes it through visual design extraction prompts, then generates five variations testing specific hypotheses (visual hook, headline, pose changes). Building this system required one week of iteration to achieve consistent quality, but eliminates the manual barrier preventing most creators from leveraging YouTube's native A/B testing features.
  • Creative R&D Investment Mindset: Successful AI-native teams allocate dedicated time for workflow experimentation, accepting that some efforts yield no results. Leaders must recognize that simple ChatGPT prompting cannot compete with proprietary systems built through months of refinement. Teams treating creative AI as research and development gain competitive advantages through capabilities competitors cannot replicate with consumer tools.
  • System Building Over Asset Creation: Professional creatives must evolve from making individual pixels to constructing reusable processes that encode brand guidelines, quality standards, and creative intuition. One specialist builds the system incorporating expert knowledge about composition, color theory, and brand constraints, then exposes simplified interfaces allowing entire marketing teams to generate production-ready assets without creative bottlenecks or inconsistent outputs.

What It Covers

Igor Lore, CEO of Weebly (acquired by Figma), demonstrates how to build systematic AI creative workflows instead of endless prompting. The episode covers node-based workflow construction, multi-model testing, brand consistency systems, and YouTube thumbnail A/B testing automation. Lore argues creative teams must shift from pixel editing to system building to scale AI capabilities across organizations.

Key Questions Answered

  • Multi-Model Testing Framework: Weebly enables simultaneous testing of Google Imagen, Runway, Mystic, Minimax, and GPT image models from one prompt, revealing drastically different outputs. This node-based approach prevents vendor lock-in and allows teams to swap models as technology improves without rebuilding workflows, ensuring future-ready creative systems that adapt automatically to better AI capabilities.
  • Brand Style System Architecture: Teams can create four reference illustrations in their brand style, then generate unlimited new assets matching that aesthetic by feeding examples through an LLM analyzer that extracts visual patterns. This workflow took one week to build but enables non-designers to produce on-brand content instantly, transforming creative from bottleneck to enabler across 300-person marketing teams.
  • YouTube Thumbnail A/B Testing Automation: The workflow accepts one baseline thumbnail, analyzes it through visual design extraction prompts, then generates five variations testing specific hypotheses (visual hook, headline, pose changes). Building this system required one week of iteration to achieve consistent quality, but eliminates the manual barrier preventing most creators from leveraging YouTube's native A/B testing features.
  • Creative R&D Investment Mindset: Successful AI-native teams allocate dedicated time for workflow experimentation, accepting that some efforts yield no results. Leaders must recognize that simple ChatGPT prompting cannot compete with proprietary systems built through months of refinement. Teams treating creative AI as research and development gain competitive advantages through capabilities competitors cannot replicate with consumer tools.
  • System Building Over Asset Creation: Professional creatives must evolve from making individual pixels to constructing reusable processes that encode brand guidelines, quality standards, and creative intuition. One specialist builds the system incorporating expert knowledge about composition, color theory, and brand constraints, then exposes simplified interfaces allowing entire marketing teams to generate production-ready assets without creative bottlenecks or inconsistent outputs.

Notable Moment

Lore reveals his parents started using ChatGPT for image generation, prompting his realization that professional designers cannot use the same tools as everyone else. This observation crystallizes why specialized workflow systems matter: when consumer AI tools become ubiquitous, competitive advantage comes from proprietary processes encoding expert knowledge, not access to models themselves.

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Episode Transcript

If you are like me and you are sick of just prompting endless Chat GPT and Google Gemini to get an image or a video, and you're just in that death spiral of making cool creative for your company, this is the show for you. I have the best expert in the world, Lore, who is the CEO and co founder of Weebly. He's joining us to show you some mind blowing workflows that are gonna change how you build creative for your business. Let's get to today's show. Before we get into today's show, here's a quick word from HubSpot. Cutting your sales cycle in half sounds pretty incredible, but that's exactly what Sandler Training did with HubSpot. They used Breeze, HubSpot's AI tools, to tailor every customer interaction without losing their personal touch. And the results were pretty incredible. Click through rates jumped 25%. Qualified leads quadrupled, and people spent three times longer on their landing pages. Go to landing pages. Go to hubspot.com to see how Breeze can help your business grow. Igor, I'm so excited to have you on the show today. We met a couple months ago, and it took a little while, but we got you here to talk all about AI and creative today. Welcome to Marketing Against the Grain. Thank you so much, Keith. I'm super excited to be here with you. You know, I'm excited to have you because, you know, my meeting with you was one of my favorite meetings of 2025 because we just got to to jam and debate and talk marketing. And more importantly, like, how AI is changing, how marketers and founders create and tell stories and build creative assets. And I think part of the challenge historically has been it's like it's been very time consuming and very expensive to make really good videos, really good ads, really good website designs, product imagery, all of these things, social carousel, social videos, all of these things. And you started this company, Weebly dot ai. It got acquired by Figma. And you were out on the the journey to basically solve this problem and bring creative to the AI world and help make it easier and faster and better for everybody. Can you kind of just start off with, like, what have you learned in this process? What have you learned in building Weevy in terms of what AI is really good at when it comes to creative work and where AI really needs, like, a lot of human help and support? So I'll start with saying that it's not easy. So one of the key things that we believe in, and we started with it, is that it shouldn't be easy, but it should be much more robust. So kind of like there is a huge promise there Yeah. Of creativity, of speed, but I think that too much of the focus was at the ease of it. And it's not so easy. Like, I think …

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Books, tools, and gear mentioned in this episode

SignalCast may earn commission on purchases via these links.

Tools

  • by OpenAI

    Leaders must recognize that simple ChatGPT prompting cannot compete with proprietary systems built through months of refinement.
  • Weebly enables simultaneous testing of Google Imagen, Runway, Mystic, Minimax, and GPT image models from one prompt, revealing drastically different outputs.
  • Weebly enables simultaneous testing of Google Imagen, Runway, Mystic, Minimax, and GPT image models from one prompt, revealing drastically different outputs.
  • by Google

    Weebly enables simultaneous testing of Google Imagen, Runway, Mystic, Minimax, and GPT image models from one prompt, revealing drastically different outputs.
  • Weebly enables simultaneous testing of Google Imagen, Runway, Mystic, Minimax, and GPT image models from one prompt, revealing drastically different outputs.

company

  • SPONSORS: HubSpot
  • WeeblyBy guest
    Igor Lore, CEO of Weebly (acquired by Figma), demonstrates how to build systematic AI creative workflows instead of endless prompting.
  • Igor Lore, CEO of Weebly (acquired by Figma), demonstrates how to build systematic AI creative workflows instead of endless prompting.

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