Codex is becoming a creative operations tool
OpenAI says its creative team uses Codex to build custom creative tools, accelerate ideation, and prototype faster with context-aware AI. This is not a model launch. It is a useful shift in where coding agents belong: closer to decks, treatments, internal calculators, research helpers, and production utilities, not only software engineering tickets. For Adrian, the signal is practical. The next useful Codex experiment should start from a recurring creative bottleneck, then turn it into a small internal tool that saves one producer or designer from doing the same setup work again.