Meet inSuzie: inStreamly’s Creative AI Partner

In inStreamly we believe that the AI revolution represents a paradigm shift comparable to the creation of the internet. It already enables teams to deliver significantly higher quality results today, and AI serves as excellent support for creative teams. It will never replace them, but it certainly allows them to spread their wings even wider. A perfect example is inSuzie, inStreamly’s custom AI assistant designed specifically for generating creative gaming marketing campaigns.

What is inSuzie?

inSuzie is a sophisticated custom GPT that serves as a senior creative copywriter and strategic partner for inStreamly’s team. Built with deep understanding of gaming culture, Gen Z communication patterns, and inStreamly’s unique technology offerings, inSuzie helps transform client briefs into compelling campaign concepts that seamlessly integrate brands with gaming experiences.

inSuzie follows a structured creative process: analyzing briefs, conducting research on gaming trends, developing insights, crafting creative ideas, selecting appropriate campaign mechanisms, and writing scripts. All while maintaining inStreamly’s brand safety standards and authentic gaming voice.

Daily Impact: From Brief to Brilliant

In practice, inSuzie has transformed how inStreamly’s creative team approaches campaign development. What once required hours of brainstorming and research now happens in minutes. When a sales team member needs quick concepts for a client meeting, they can input basic brand information and receive three distinct, gaming-authentic campaign ideas within 90 seconds.

inSuzie excels at the often challenging task of “cultural translation”, taking mainstream brand messages and authentically adapting them for gaming audiences. For complex clients like insurance companies or financial services, inSuzie helps bridge the gap between traditional corporate messaging and the irreverent, authentic communication style that resonates with Gen Z gamers.

Our team members regularly use inSuzie for:

• Rapid concept generation before client meetings
• Script development for streamer collaborations
• Insight research on gaming trends and audience behaviors
• Campaign brief analysis and strategic recommendations
• Creative iterations and alternative approaches

The Game Designer’s Approach to AI

What makes inSuzie unique isn’t just its gaming marketing expertise, but the unconventional methodology behind its creation. Jakub Chilimończyk, inSuzie’s creator, brought an unexpected perspective to AI development:

“I approached creating inSuzie more from the angle of LLM knowledge combined with board game design. I took board game design courses a few years ago (I create them as a hobby) and that knowledge was incredibly useful with inSuzie, because I created it as if I were creating rules/instructions for a board game, and chatGPT was the player. This non-standard knowledge proved helpful in creating a good customGPT.”

This game design approach solved a fundamental challenge in AI tool creation: how to create consistent, reliable outputs from an inherently unpredictable system. By treating inSuzie like a player following game rules rather than a simple text generator, Chilimończyk created clear constraints, decision trees, and success conditions that guide her toward optimal creative outcomes.

Proven Results and Strategic Value

External evaluation of inSuzie confirmed its position as one of the most successful custom GPT implementations in the creative industry. Independent analysis across eight different scenarios (from ideal client briefs to complex, multi-stage creative challenges) demonstrated the system’s exceptional technical fidelity and ability to follow complex instructions while maintaining creative authenticity.

The benchmark testing, conducted from multiple agency perspectives including strategy, creative direction, and client management, revealed inSuzie’s particular strength in generating breakthrough-level creative concepts when properly guided. As revealed during the process of evaluation, inSuzie is primarily constrained by the computational power of currently available LLMs.

This insight led to important discoveries about optimal usage patterns. inSuzie works best as a creative partner in an iterative process, where initial concepts serve as springboards for more adventurous creative territories.

inSuzie has also proven particularly valuable for quality assurance and brand safety, two critical concerns in gaming marketing where authenticity missteps can damage both client and platform relationships.

The Future of Creative AI

The most effective AI tools aren’t generic solutions, but purpose-built systems that understand specific industries, audiences, and creative challenges. In gaming marketing, where authenticity and cultural fluency are paramount, having an AI partner that truly understands the space makes all the difference.

We believe that AI won’t replace human creativity, but it can give human creativity unprecedented room to soar. The future belongs to teams that learn to dance with AI, using these tools to amplify their highest-value contributions while automating the routine work that slows them down.

The game design principles that shaped inSuzie’s creation offer a valuable lesson for other AI implementations: the best systems aren’t just powerful, they’re predictable. They follow rules, respect constraints, and deliver consistent value. Just like a well-designed game, they’re complex enough to be interesting, but structured enough to be reliable.

For us, inSuzie represents more than a productivity tool. It’s a glimpse into the future of creative work, where our insight and AI capability combine to push the boundaries of what’s possible in brand storytelling.