Claude

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.

ALAustin Lauguest

Jan 27, 2026·2m·Watch on YouTube ↗

📖 CHAPTERS

1. 1

   From non-coder to curiosity: why Claude Code didn’t click at first

   Austin Lau explains that he had never coded before and initially didn’t understand what Claude Code was even for. That confusion becomes the setup for how he later found a concrete, high-impact use case in his day-to-day marketing workflow.

2. 2

   Where the work happens: marketing channels and Figma-based creative production

   He outlines the types of marketing work he supports, including paid social and App Store assets. These channels rely on visual creatives built in Figma, often with help from a design team, but require frequent iteration on copy.

3. 3

   The manual variant-making workflow (and why it’s painful)

   Austin describes the repetitive process of duplicating frames in Figma and shuttling copy back and forth from a Google Doc. Scaling this across many variations and aspect ratios quickly becomes time-consuming and error-prone.

4. 4

   Defining the automation target: bulk updating ad headlines

   He identifies a clear automation opportunity: updating headlines across multiple creatives without repeated manual edits. The goal is to reduce repetitive actions to a single paste action and automated generation of variants.

5. 5

   Using Claude Code to build a custom Figma plugin

   Austin explains that he turned to Claude Code to create a Figma plugin tailored to his workflow. The plugin is designed to take a list of copy variations and automatically generate multiple ad variants in Figma.

6. 6

   Plugin walkthrough: selecting the template frame in Figma

   He demonstrates the workflow inside a project file, starting with selecting a static image frame that needs headline updates. This establishes the “template” that the plugin will use to produce variants.

7. 7

   Template detection: identifying editable components (headline, CTA, code block)

   The plugin’s first step is to identify template components within the selected frame. It detects elements such as the headline, CTA, and code block, letting the user choose which parts to update for this run.

8. 8

   Bulk input: paste a list of headlines once

   Austin switches to a prepared list of headlines, copies them a single time, and pastes them into the plugin. This replaces repeated manual edits with one bulk input step.

9. 9

   One-click generation: creating individual frames for each ad variant

   After clicking “Generate Ad Variants,” the plugin automatically produces each headline variation as its own frame. The result is a structured set of creative variants generated instantly from the template.

10. 10

    Impact and advice: start small, automate repetition, and communicate clearly

    Austin compares the old workflow (about 30 minutes) to the new workflow (about 30 seconds), highlighting the productivity gain. He closes with guidance: pick repetitive tasks, start with a small automation, and focus on clearly describing the problem rather than knowing how to code.