What is vibe marketing?
First there was vibe coding, now there’s vibe marketing, but what is vibe marketing? We’re not a fan of band wagons. In fact, we usually rebel against them. So the term vibe marketing is slightly grating. But the concept that sits behind it is sound and the results are already clearly visible, so explore it we shall.
Vibe marketing is the next big thing in digital marketing. It’s a new approach that uses generative AI to translate a brand feeling or essence into marketing assets (images, copy, ads, full campaigns, and even product ideas).
Coined from the concept of vibe coding, introduced by AI legend Andrej Karpathy, vibe marketing is all about marketers describing their brand’s feel, audience, and intention in plain English. The AI then does the rest, generating everything from social media posts and email campaigns to video scripts and landing pages.
This means that instead of needing marketing expertise or expensive agency support, anyone can create content that connects with their audience and do so with fewer resources, much faster than before.
Humans set the vision and then orchestrate the AI agents as they do the rest.
How AI powers vibe marketing
Businesses are already relying on tools like ChatGPT, Midjourney and Sora amongst hundreds of others, to develop content. Vibe marketing is about moving beyond the basics and taking the next step into building a full vibe marketing tech stack built as an integrated ecosystem rather than isolated tools.
Here’s how AI tools can power vibe marketing:
- Contextual understanding: AI can interpret brief prompts about brand tone, audience, and purpose, then generate bespoke content that fits.
- Speed and scalability: AI can create dozens of content variations in minutes, enabling faster A/B testing and campaign launches.
- Data-driven refinement: AI can analyse campaign performance and continuously optimise messaging based on what works best.
What sort of thing is already happening?
- CRM systems that autonomously find targets, analyse information about them, extract relevant data, and create personalised messages
- Tools that review competitor ads, analyse them, and automatically generate versions tailored to your brand.
- Companies building AI-driven customer segments and conversion flows using publicly available data.
- Platforms generating entire web pages, sales email sequences, and ads for coordinated campaigns.
What tools are people using?
There are hundreds of tools to choose from. Here are just a few to look at:
- Market research: OpenAI deep research, Google Gemini Deep Research, Perplexity Deep Research
- Automation: Make, n8n, Zapier, Microsoft Power Automate
- Agent platforms: SalesForce Agentforce, Google Vertex AI Agent Builder, Postman, Microsoft Copilot Studio, Botpress
- Marketing and content: Jasper, Writer, Copy.ai
- Creative tools: ChatGPT, Sora, Kling, Midjourney, Ideogram 3.0, Stable Diffusion, Flux.1
- Sales orchestration: Gong, Clay, Lemlist, Regie.ai, Salesloft, Seamless.ai
What are the benefits of vibe marketing?
For small and medium sized businesses and even enterprise-level brands, vibe marketing means your team can:
- Create high-quality content without a big design team
Vibe marketing enables smaller businesses to compete with bigger brands by generating professional-looking content at a fraction of the cost. - Rapidly iterate and optimise campaigns
Test different headlines, visuals or taglines and get instant feedback on what’s driving engagement. AI lets you experiment without blowing your budget. - Personalise at scale
Vibe marketing allows for hyper-personalisation. You can tailor messages by region, demographic or customer segment and scale that across multiple platforms. - Reduce reliance on external agencies
With the right AI setup, your in-house team can handle more of the marketing themselves, freeing up budget and giving you more creative control.
Challenges to watch out for
While the concept of vibe marketing has enormous potential, there are some pitfalls to avoid:
- Bland or generic content: Over-reliance on AI can result in output that lacks soul. Train your tools on your brand voice and make sure a human touch is part of your process.
- Brand inconsistency: AI won’t always get it right. In the timeline of generative AI we’re still in the early days. It’s important to train your models and your people.
- Ethical risks: As AI becomes more advanced, it’s easier to create fake or misleading content.
- Authenticity: You should ensure AI-generated content remains aligned with your brand values.
- Transparency: Be honest with audiences about your AI and automation use.
- Data privacy: Handling sensitive information must be done responsibly within automated systems. Have a clear policy.
- Economic impact: People will be impacted. Have a clear plan for how you will address workforce training and transitions as roles evolve.
We are iwantmore.ai – an AI consulting firm. We work with organisations to harness the power of AI across their whole business, including marketing and sales. If you want to explore how your business can use AI to create marketing that resonates, contact us.
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