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The twelve shelves

Which labels sit on which shelf when you browse

S-01The Campaign shelf · short

Do these ten labels belong together in one group called Campaign?

A shelf is just a group you browse the label list by — the one word written on a piece never changes, only where you find it. On the Campaign shelf you would find the film and advertising work together: Brand Film, Campaign Film, Manifesto / Anthem Film, Launch Film, Teaser, Trailer, Sizzle Reel, Brand Story / Origin Story, Commercial / Spot and Promotional Ad. Six of those ten already have pieces — 1,312 between them — and the weight is wildly uneven: Promotional Ad holds 1,106 of them, including a French ChatGPT advert that opens “L’IA accompagne le flux de travail de votre équipe”, while all 136 brand films together, among them the Sora short posted as “🥹 We’re not crying, you’re crying”, are little more than a tenth of that.

My take: Yes to the grouping, with one thing said out loud — on today's numbers this reads as an advertising shelf with some films on it, not a film shelf, and if that feels wrong the fix is a different shelf for paid advertising, not a different name for this one.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-02The Brand & Identity shelf · short

Do these six labels belong together in a group called Brand & Identity — the one group where every label moved here from somewhere else?

This is the shelf you renamed on 16 August, and it is also the only one where every label has moved: Key Visual, Logo Animation, Product Shot, Template, Brand Guidelines and Icon System all sit under other family names in the database today, or do not exist there at all. Just one of the six has any pieces — Product Shot, with 10, such as “Image 1: Choice AI phone screens in Furusato Choice app”. So you are mostly agreeing to a shelf in advance: the five empty labels are the design-system work the library cannot hold yet, and holding it is the reason the shelf exists.

My take: Confirm it, but know what you are confirming — five of these six are a bet on work that has not arrived, not a description of what is in the library today.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page, plus the identity section further down it

S-03The Product & Feature shelf · short

Do these seven labels belong together in a group called Product & Feature?

Two of the seven have pieces today and one of them swamps the other: Product Demo holds 751 of the shelf's 782, including the TikTok post that opens “Our open models are here”, and Explainer holds the remaining 31, such as the LinkedIn advert announcing three new enterprise capabilities for deployments that need to be secured and governed. The other five — Product Film, Feature Overview, Product Walkthrough, Product Comparison and App Store Video — are finer cuts of exactly the same territory, and they only earn their place if you genuinely want to browse them apart. That is the whole question on this shelf: not whether these things belong together, but whether seven names for them is five too many.

My take: Yes to the shelf, no to taking all seven names on trust — Product Demo and Product Walkthrough are one thing to most readers, and a label a person cannot tell from its neighbour is a label the machine will fill at random.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-04The Users & Customers shelf · short

Do these six labels belong together in a group called Users & Customers?

Three of the six are in use, 175 pieces in all, and the weight sits in Case Study at 149 — Singular Bank built Singularity, an internal assistant for its bankers, and that is a case study by anyone's reading. Testimonial holds 16, where an engineer's line — GPT-5.5 with Codex is hands down the most creative assistant he has ever used — is filed today, and Review holds 10. The three empty labels are Customer Story, User Story and Expert Endorsement, and two of those are already up for a name change on card N-12.

My take: Yes — this is the clearest shelf in the set, because every label on it answers the same question: who else says this is good, and in whose words.

Singular Bank, a private bank based in Madrid, built Singularity—an internal assistant powered by ChatGPT and Codex—that helps bankers analyze portfolios in real time, prepare for meetings, and genera
text only — no image on this piece

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-05The Partnership & Creator shelf · short

Should Creator Story, Partner Story and Sponsored Content sit together in a group of their own, before any of them has a single piece?

This shelf is entirely a bet: all three labels are empty, and nothing in the library carries any of those three words today. The nearest things that do exist are the post about Disney and OpenAI reaching a landmark agreement over their characters, which is filed as an announcement and would stay one, and Greg Brockman's conversation with the founder of Cursor, which is filed as an interview and would stay one too. So saying yes here is saying that partner and creator work is something you will want to browse on its own once it starts arriving — not that any of it has arrived.

My take: Yes, but I would expect to argue about this one again — Sponsored Content overlaps hard with Promotional Ad over on the Campaign shelf, and card N-11 is already asking that exact question.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-06The Education & Support shelf · short

Do these eight labels belong together in a group called Education & Support?

Two of the eight are in use — Tutorial at 177 and Webinar at 50, 227 pieces between them — and they really are different things: How I built Forever Land using Sora and ChatGPT is one person showing their working, while a talk on social learning in multi-agent reinforcement learning is a scholar presenting to a room. The other six — How-To, Guide, Lesson / Course, FAQ, Support Article and Training — are the help-desk end of the same idea, and not one of them has a piece. So the honest picture is one big label, one small one, and six empty ones that describe content we do not collect yet.

My take: Yes to the shelf; I would keep the six empty names anyway, because support and training material is the most likely kind of thing to start arriving once you track a company properly rather than just its advertising.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-07The Corporate Communication shelf · short

Do these nine labels belong together in a group called Corporate Communication?

Four of the nine are in use and they come to 626 pieces — Feature Article 226, Announcement Article 176, Interview / Q&A 114, Press Release 110 — which makes this the shelf where the written word lives. The differences hold up on real pieces: the newsroom story that an OpenAI model disproved a central conjecture in discrete geometry is a feature article, the post saying Disney and OpenAI reach a landmark agreement over their characters is an announcement, the conversation with the founder of Cursor is an interview, and the KPMG alliance piece, posted on a newsroom page, is a press release. The five empty ones — News Article, Thought Leadership, Opinion, Newsletter and Research Report — are where I would push back, because nobody will reliably tell News Article from Announcement Article twice in a row.

My take: Yes to the shelf, and I would merge News Article into Announcement Article before either of them ever gets used — two names for one thing is how a label list starts rotting.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-08The Documentation & Technical shelf · short

Do these seven labels belong together in a group called Documentation & Technical?

Two of the seven are in use — White Paper at 126 and Specification at 5, 131 pieces in all — and both are the genuine article: the paper forecasting potential misuses of language models for disinformation campaigns is a white paper, and the “OpenAI Ad Tools Data Processing Addendum” is a specification. The other five are developer-documentation names — Technical Documentation, API Documentation, Developer Guide, Release Notes and Technical Reference — and the library has never held one of them, because we do not collect developer documentation at all. So the real question is whether you want five empty headings sitting there in case that changes.

My take: Yes to the shelf, and I would keep the empty names — developer documentation is cheap to collect the day you decide to, and a name waiting for it costs nothing.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-09The Events & Experiential shelf · short

Do Event Film, Keynote and Booth / Installation Piece belong together in a group of their own?

One label here is in use: Event Film, 61 pieces, all of them stored today under the word event coverage — the post about “our first-ever OpenAI Partner Summit” is one of them, and the write-up of the EMEA Financial Services Summit is another. Keynote and Booth / Installation Piece are both empty, and the second of those is the only label in the whole set that describes something you can physically walk up to. Event Film also gets a card of its own later in this review (N-06), so the name may still change even if the grouping holds.

My take: Yes — three labels is thin, but events are a real and separate thing in the way people brief work, and thin beats folding them into Campaign where they would disappear.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-10The Retail & Commerce shelf · short

Should there be a retail group at all, when the one label on it has no pieces?

This shelf holds exactly one label, Retail Display Piece, and it has no pieces — the library has never collected in-store work. The nearest thing that exists is a screen captioned “Image 2: Mercado > Media > Product Visual”, and it is stored as a product shot and stays one. Card R-01 decides whether the retail label survives at all and card R-06 decides what else would join it, so this card is only asking whether a retail heading should exist for them to sit under.

My take: Yes to the heading — retail is the part of a brand's work you currently cannot see at all, and leaving it off the list is how it stays invisible.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page, and the retail expansion further down it

S-11The Interactive & Digital Experience shelf · short

Should Interactive Demo, Product Configurator and Interactive Experience sit together in a group of their own?

All three labels here moved onto this shelf from a different family, and all three are empty, which makes it the least tested grouping in the set. The nearest live piece is the research preview of Operator, an agent that uses its own browser, and it is stored as a product demo and stays one. So the question underneath is whether a thing you click is a different kind of thing from a demo you watch, or just a demo with a mouse.

My take: I would keep it, but it is the shelf I am least sure of — if you would rather fold these three into Product & Feature until something real arrives, that is a defensible call and costs nothing to reverse.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page

S-12The holding shelf, for what you have not settled · short

Is a holding group the right place to park Offer / Promotion until you settle it?

This shelf carries one label for one reason: you have not settled that label. Your words on it were “what is an offer promotion — wouldn’t that be like a product campaign,” with the deal itself tagged as marketing intent, and nothing in the library is an offer in the discount sense today; the closest is a paid advert for the OpenAI Academy, which is a promotion with no deal attached to it. Card N-09 is where that pick actually lands, so this card only asks whether parking it in the open is better than quietly filing it somewhere and hoping you agree.

My take: Yes — an unsettled label sitting in plain sight is worth more than a tidy list that hides a question you asked and nobody answered.

Where this was worked out: the twelve tables under “The vocabulary page, previewed” on the recommendation page, and your amendments of 16 August