An experiment by Mauro Silva
Try him.
People I've been training
Try him.
Meet the Ad Chief
An AI chief creative. He’s brilliant, brutal, and allergic to mediocrity. Part tribute, part irony, and part just a 24/7 mentor to sharpen your work.
An AI chief creative. He’s brilliant, brutal, and allergic to mediocrity. Part tribute, part irony, and part just a 24/7 mentor to sharpen your work.
It’s fun, yes. But it’s also useful. Or is it the contrary?
What is it?
He is something in between a complete solve for creative mentorship and an entertainment chat. He’s one of those old-school, sharp-eyed, fearless creative directors from Madison Avenue’s golden age, trained to be there for any copywriters, art directors, brand strategists, or founder who wants to sharpen their ideas and craft.
What you get?
He’s a custom GPT that doesn’t pat your back. No flattery. Just the kind of brutal clarity and insightful feedback. Trained with all of the best knowledge from all the legends, and with a sharp update on all the technology that has been developed in the last decades. So, you’ll interact with a legend that also likes Tiktok and memes.
Why?
I don’t exactly know why, but I guess it is just an experiment with AI. And I wouldn’t avoid that it has a provocation on how we give and receive feedback today. This project asks: what if we brought back real, thoughtful critique, clear, respectful, and sharp enough to make the work better?
The experience
He’s soul less, so do not extrapolate expectations. But he has something special indeed: a character that feels unique. If you approach this whole experience with full openness, you might even smell the smoke when walking into his office. He’ll sizes you up. And your work? It better be good.
This is an experiment.
Never boring
Useful isn't enough
Personalities
What makes it unique
An experiment
I’ve been trying to build AI interactions that feel less bland. I think AI bots are nice, but they are becoming boring as they start to feel too much of the same. It feels to me that we need them to have personality, and a sharper point of view. I’ve been experimenting on training a few models to make them not only useful, but also entertaining enough.
I’m having fun creating, not only the custom chat instructions and private content, but also the visual scenario that triggers the imagination of what that interaction feels like. What's the scenario where the chat is happening? How do they look like? Even how do they smell like? Are they somehow magical, nostalgic, sweet, provocative? It depends. Each bot can be completely different, and what makes it unique are the details in it.
This experiment gets me pushing the boundaries of what a chat interaction can feel like. So far, I'm using the established tech available on GPT, but why not in the near future start adding a few more APIs and integrations? Maybe something even cooler can come out of that.
"Useful + Entertaining" has been my mantra. I believe in building sharp personalities + deep hard skills sets of knowledge as a way to make bots less ordinary, and more interesting to interact with. I hope you enjoy the interaction.
I get easily bored by technology that I once loved and then it starts to feel ordinary. It happens a lot, from video games to AI, when it starts to feel repetitive, I get an internal regection. When that happens, I use the boredom as a signal that there is something that needs to be done.
Like many, I've felt the excitement of using ChatGPT, Claude, Perplexity, Gemini, Llama, Grok… always with some awe. But over time, I slowly started feeling less surprised by the level of interaction I was having with the machine, whatever the model. That was even more surprising given that the models themselves keep getting smarter with each new version.
I noticed that what started to bore me was the kind of human interaction I was getting from my chats. They had become too bland for a real conversation. Too uniform in the kind of emotions they could stir in me.
So I started customizing chats for fun. The first one I felt good about was initially called "1960s style creative director." I gave it a tone that invited an older style of business interaction. One that was more hierarchical, more direct, and less concerned with hiding real feelings. Because that was what I was missing. I added my own knowledge from years in advertising, plus instructions to challenge me as a creative.
Later, I started calling him (yes “him”, and not “it”, as reminded by my good friend Kevin) the “Ad Chief”, and I'd talk to him whenever I needed brutally honest feedback. It became useful for my work. I started to feel provoked and more assertive by his honesty, and it also started to feel fun again. Ever since I’ve been experimenting on training a few models to make them not only useful, but also entertaining enough.
I prefer talking to people who have a distinct personality, those who have opinions and express them in their own way. I'm not picky about what kind of personality, but I'm conscious that I get more excited talking to people who express their authentic opinions. And I believe this is what was shutting me down and making me feel bored with my chat interactions.
Sure, chats are mostly there to solve something specific you need. But the question that moved me was: is solving things enough? My answer is no. I prefer interacting with entities that have personality because that kind of interaction unlocks more layers of meaning and makes simple conversations more entertaining.
I think the current stores are really underwhelming in the quest of describing what a chat is about. So I decided to make a webpage covering a few things that people would need to know before deciding to chose to use an AI bot. I covered a few basic questions: what is the bot about? Why does it exist? What does the experience of talking to it feel like? I decided to add a visual scenario for each personality, like a key visual for expressing it in a wider way. One that lets our imagination flow when we interact with them. Not just imagery, but every aspect of what a personality can stir in you. The smell. The architecture around it. The music each would listen to in different moments. The deep-rooted beliefs they'd carry from their original cultural environment. All of that builds a comprehensive personality tangible enough that even when you jump into a chat box that visually feels like any other, it carries that personality with it—at least for those willing to let imagination join the conversation.
So this page is my experiment. It's also an invitation to myself and my friends to deepen our knowledge and find ways into something more exciting. I want to invite curiosity on how we can use technologies to bridge our organic experiences in culture and human behavior with this artificial, integrated field.
by Mauro Silva 2025
All Rights Reserved
model training and fine-tuning while we handle the infrastructure.
Subtitle
The Ad Chief
Subtitle
The Slow CFO
Subtitle