How Anthropic uses Claude in Marketing

There’s an opportunity developing for marketing teams that adopt tools like Claude Code to spend less time on repetitive execution and more time on the things that matter to their job. Austin Lau, growth marketer at Anthropic, shares how he went from never having opened a terminal to building Figma plugins and automated ad generation workflows, without writing a single line of code. Check out the full case study to learn more: www.claude.com/blog/how-anthropic-uses-claude-marketing Stay tuned for more stories in the "How Anthropic uses Claude" series.

Austin Lauguest

Jan 26, 20262mWatch on YouTube ↗

WHAT IT’S REALLY ABOUT

Non-coder marketer builds Claude-powered Figma plugin to speed creatives

Austin Lau, a marketer with no coding background, initially didn’t understand what Claude Code was for until he mapped it to a concrete workflow pain point.
He describes a repetitive process of duplicating Figma frames and manually pasting headline variants from a Google Doc across multiple aspect ratios and specs.
Using Claude Code, he built a Figma plugin that identifies template components (e.g., headline, CTA, code block) and generates multiple ad variants from a single pasted list of headlines.
The automation reduced a task that took roughly 30 minutes to about 30 seconds, demonstrating large time savings from small, targeted tooling.
He advises starting with a small, clearly defined automation problem and focusing on describing the challenge well rather than knowing how to code.

IDEAS WORTH REMEMBERING

5 ideas

Start with the most repetitive, copy-paste-heavy parts of your workflow.

Lau chose a task that was clearly wasteful—duplicating frames and swapping headlines across many variations—making the ROI obvious and measurable.

Claude Code can act as a bridge for non-coders to build real tooling.

Even without knowing how to open Terminal, he was able to create a functioning Figma plugin by explaining the problem and desired behavior clearly.

Template detection enables scalable creative versioning.

By having the plugin identify components like headline and CTA, updates can be applied consistently across frames without manual editing.

Batch inputs (one paste) beat iterative edits (many pastes).

The workflow shifts from repeatedly copying text into individual frames to pasting a single list of headlines once and generating variants automatically.

Time savings compound when you multiply variations by specs.

What seems like a small manual step becomes a major time sink when repeated across “ten variations” and “five aspect ratios,” turning minutes into hours over time.

WORDS WORTH SAVING

5 quotes

I've never written a single line of code before in my life. I literally had to Google, "How do I open terminal on Mac?"

— Austin Lau

My first reaction when we launched Claude Code was, "I have zero idea what this product is for." It just didn't really click in my mind.

— Austin Lau

Now, this previously would have taken me maybe thirty minutes to repeat this process one by one across all the different ad specs that we had. But thanks to this Figma plugin, we're able to do this process in around thirty seconds.

— Austin Lau

You don't need to know how to code. All you need to know is to how to explain your challenge and what you're trying to solve for in a very clear and concise manner.

— Austin Lau

So the gap between, "I wish this existed," and, "Wow, I can actually build this myself," is actually much smaller than people realize.

— Austin Lau

Non-technical marketing workflow automationClaude Code for prototyping internal toolsFigma plugin creationAd creative variant generationTemplate component identification (headline/CTA/etc.)Cross-spec/aspect-ratio repetitionProblem definition and prompt clarity

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