OpenAI's creative team has integrated Codex into its workflow, using the AI not just as a code generator but as a collaborator. The team reports that Codex helps them construct custom creative tools, which would otherwise require more manual effort or external engineering support.
A central advantage is context-awareness: Codex can absorb the specifics of a project, allowing the team to prototype ideas more quickly and iterate on them. This shifts the creative process from slow, tool-building bottlenecks to rapid experimentation.
The source is a single first-party post from OpenAI, so there is no independent or contrasting view. The account describes internal use, not external benchmarks, and should be read as the company's own framing of the tool's value.