1. AI tools used

• ChatGPT (Paid): brainstorming, topic selection, article structure, drafting and rewriting. chatgpt.com
• Claude (Free): additional proofreading and wording suggestions. claude.ai
• DeepSeek (Free): additional proofreading and alternative phrasing. deepseek.com

2. Exploration, ideas and creativity

I used ChatGPT to explore topics related to my interests in gaming, digital marketing and brand strategy, and to find a relevant article on the MBA DMB blog to build on. I chose Louisa Amarouche's article about gaming as a social space, then decided to approach the subject from a marketing perspective. I wanted recent examples beyond Roblox, including activations on Fortnite and through platforms such as Overwolf.

3. Planning and organisation

Rather than relying on a single prompt, I worked through several iterations: exploring possible angles, selecting campaign examples, building the structure and then refining individual sections. I wanted the article to connect different campaigns instead of simply listing them, while keeping a clear thread between gaming communities and brands' marketing objectives.

4. Writing and articulation

The first drafts were mainly used as a starting point. I then worked through several rounds of feedback to develop a more natural narrative, connect the campaign examples and avoid turning the article into a simple list of brand activations. I also asked for specific sections to be rewritten when they felt too generic or repetitive, particularly the transitions and conclusion.

5. Ethics, sources and hallucinations

One of the challenges was finding examples that were both recent and varied enough to support the article's angle. I didn't want to focus exclusively on Roblox or rely on familiar campaigns such as Chipotle's, so I explored other approaches, including Fortnite activations and collaborations involving existing PC games.

The examples were selected to illustrate different ways brands can enter gaming environments, rather than simply to show that more brands are using gaming. I used campaign articles and case studies from Publicis Groupe, Marketing Dive and Overwolf to provide concrete details and link the analysis to real examples.

Another important part was deciding what to do with the information. Campaign announcements often highlight their creative concept or potential impact, but that doesn't necessarily tell us whether they achieved their marketing objectives. This influenced the way I approached the final section: instead of assuming that interactive campaigns are automatically more effective, I wanted to question what engagement actually means and whether it translates into measurable results.

AI helped me find leads, organise information and develop the argument, but it could not replace the need to distinguish campaign descriptions from reported outcomes or my own interpretation. The final article therefore combines concrete examples with a more critical discussion of what gaming can and cannot necessarily offer brands.

6. Examples of prompts and interactions

Initial research and ideation

I'm interested in gaming marketing and how brands use games to reach audiences. Most of the examples I know are on Roblox, like Chipotle, but that's a bit old and I don't want to make the whole article about Roblox. Can you find more recent examples, especially on Fortnite or through platforms like Overwolf? I'd like to look at different industries, not just film campaigns.

Structuring the article

I want to build on Louisa's article about gaming as a social space, but approach it from a marketing perspective. Using these examples, can you help me structure an article around the different ways brands enter gaming, without it just becoming a list of campaigns?

Refining the writing

I like the introduction, so let's keep it exactly as it is. Can you make the rest more fluid and storytelling-driven? The transitions feel a bit mechanical. Also, the conclusion is too long and a bit too positive. I'd rather focus more on the limitations.