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Marketing is now just code: from banana images to AI avatar videos

By Greg Isenberg

The mental model shift is that marketing is fundamentally code. A generated image is a JSON prompt under the hood. An AI avatar video is an LLM that scraped Reddit, read some things, wrote a script, and then made an API call to generate it — and then you chain that together into 30 seconds of content. Every creative output is reducible to a pipeline of programmatic steps. Once you internalize this, you stop thinking about marketing as a creative craft and start thinking about it as software engineering.

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