I use Leonardo.ai as my go-to image generator, and recently their Senior Creative Technologist published a 27-page paper on “vibe marketing.” As a technology partner for creatives, when Leonardo publishes something that in-depth, it is worth paying attention. Seeing it explored at that level of detail piqued my interest and pushed me to dive deeper into the idea.

Why It Is Hard to Ignore

One surprising discovery is that a startup called Phoenix has been advertising salaries of up to $1 million for a “vibe marketer.” That is not the kind of money companies throw around lightly. It suggests that some businesses believe there is substance here, not just buzz..

There is also the AI angle. Inc. Magazine notes that vibe marketing is not about reinventing fundamentals. It is still grounded in emotional connection and cultural alignment. What feels new is the speed of execution. With AI, marketers can define a tone, mood, or audience and generate campaigns in hours instead of weeks.

Hype Check

On one hand, vibe marketing could be dismissed as another label on a familiar idea. On the other hand, when you see serious money being invested and AI tools accelerating how quickly those vibes can be packaged and shared, it feels worth tracking.

Closing Thought

For now, I am intrigued but cautious. Vibe marketing might fade as jargon, or it might settle in as a useful shorthand for how brands connect with audiences in an AI-driven world. Either way, it is a conversation already shaping the industry.

If you are curious, you can read the original Leonardo.ai piece here: Vibe Marketing & The Rules: Rewriting the Marketing Playbook .