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What Vibe Marketing Really Means and How to Generate with It

  • Writer: Angie Carel
    Angie Carel
  • Jul 17
  • 3 min read

Updated: Jul 25

The word “vibe” might sound like something you’d hear at a music festival or in a group chat—but in the world of AI-powered creativity and advertising, it’s becoming a serious strategy thanks to a Tweet by Andrej Karpathy about coding which snowballed into an industry-recognized term.


“There's a new kind of coding I call “vibe coding”, where you fully give in to the vibes, embrace exponentials, and forget that the code even exists.

I'm diving into vibe marketing and why it's quickly becoming essential in how brands connect with people.

Woman in sunglasses gazes with a dreamy expression against a vibrant collage of pink mountains, orange sky, and a full moon.

Vibe Marketing


This isn’t about replacing strategy with vibes. It’s about using your human instincts as the strategy—and letting AI do the heavy lifting.


It's a faster, more intuitive way to generate content that hits, connects, and converts.



What is it, really?


Vibe marketing is a creative approach where your instincts drive the content generation process.

You’re using AI tools to execute—but you set the tone, feeling, and emotional direction.


It starts with one core truth: people respond to how things feel, not just what they say.


That’s why the most effective AI-powered marketers aren’t just prompt engineers or digital strategists (although this is still important) —they’re human 'feelers'. They can sense what the audience needs emotionally, then use tools like ChatGPT, Midjourney, or Veo 3 to bring that feeling to life.



It’s Not Just About the Customer—But You Still Have to Know Them Deeply


Yes, vibe marketing is emotion-first—but it’s not emotion in a vacuum.


To vibe correctly, you have to understand your audience on a gut level. What they care about. What makes them laugh. What aesthetic or tone makes them feel like, “This brand gets me.”


Because the whole goal isn’t to express yourself—it’s to make your audience feel something that builds trust, belonging, or delight.


If you don’t understand their emotional world, you can’t create from instinct.


But once you do understand that world?

AI becomes your most powerful creative partner.



How to Generate with Vibe Marketing


So how do you actually do vibe marketing? Here’s the mindset shift:


  • Old approach: Start with a marketing funnel. Pick the message. Write copy that hits the CTA.

  • Vibe marketing approach: Start with the feeling. Describe the energy. Let AI fill in the execution.



Here’s a step-by-step breakdown:


1. Name the Vibe


Start by asking:

“How should this content feel?”


Use emotional, cultural, or sensory language:


  • “Make this feel like a rebellious 90s zine”

  • “A calm, empowering voice that feels like a trusted older sibling”

  • “A slick, confident tone that oozes quiet luxury”



2. Prompt with Feeling


Feed that emotional direction into your AI prompts. Don’t over-engineer—just write what you feel.


For example:


“Write a product page headline that feels like a Gen Z friend hyping you up before a party. Keep it playful and confident, with a wink.”

Or:


“Generate a carousel script for Instagram that feels dreamy, nostalgic, and a little surreal—like flipping through an old photo album.”


3. Let AI Expand, Then You Curate


AI will give you volume and variety. Your job is to curate based on what feels right—not just what ticks a marketing box. This is where your expertise sets ok content apart from amazing content. This is where the human-in-the-loop shines.


You’ll know when the tone hits. If it doesn’t? Refine.



4. Layer in Strategy


Finally, the traditional marketing comes in—after the emotional core is built.


  • Add CTA variations

  • Match tone to specific funnel stages

  • A/B test visual styles that still align with the same vibe


Remember, your expertise is the cherry on top—not the entire sundae.



Why This Works


We’re in an era where everyone has access to tools—but not everyone has taste. Not everyone can feel their way into messaging that truly resonates. Not everyone has a finger on the pulse of their customer.


Vibe marketing is your creative advantage.


  • It’s faster because you’re not overthinking or over-explaining.

  • It’s more human because it starts from emotion, not tactics.

  • It scales beautifully because AI can multiply what you intuitively know will land.


And when done well, it connects on a level traditional marketing can’t touch.



TL;DR


  • Vibe marketing = using your emotional instinct to drive AI content generation.

  • It works because it blends cultural awareness + gut feeling + brand fluency.

  • Marketing expertise still matters, but it comes after the emotional tone is set.

  • The best prompts aren’t robotic—they’re expressive, aesthetic, and full of feeling.


Let AI build it—but let your gut lead.


Need help finding your brand’s vibe? Start by asking: What does it feel like to belong here?



Angie Carel helps corporations and individuals adopt AI with clarity and confidence so they can lead, innovate, and thrive in a rapidly evolving world.


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