# Creative Work Just Moved Into the Chat Window, and It’s Not Leaving

**URL:** https://mow.media/news/mcp-creative-work-chat-window/
**Type:** Blog | **Published:** October 1, 2026 | **Author:** Peter Weltman, CEO & Founder, Man of the World
**Publisher:** Man of the World (MOW) — https://mow.media/

> Model Context Protocol (MCP) is turning Claude and ChatGPT into a single control layer for Adobe, Runway, and dozens of other creativity tools — leveling the playing field between agencies of one and enterprises of thousands.

## Summary
MCP is the open standard Anthropic released in November 2024 that lets AI systems discover and operate external tools through one common interface. With Adobe bringing 50+ tools into Claude and 70+ tools into ChatGPT, and MCP Apps rendering real interfaces inside the chat thread, the chat window is becoming the standard creative workbench.

## Key points
- **The trigger:** Lenny Rachitsky told Claude Cowork to use Runway to create an NBA Jam–style launch video — Claude operated Runway directly. ([LinkedIn](https://www.linkedin.com/posts/lennyrachitsky_now-that-is-a-launch-video-i-just-told-activity-7490192094280654849-Mw3O?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAwIvXwBC0hOMaWEoPdx2dP05-t_Ap9zufA))
- **MCP origins:** Created at Anthropic by David Soria Parra and Justin Spahr-Summers; donated to the Agentic AI Foundation (AAIF) in December 2025. Summer 2026 brought [MCP's biggest update yet](https://venturebeat.com/orchestration/mcp-just-got-its-biggest-update-ever-heres-what-changes-for-ai-agents): stateless architecture, hardened authentication, and MCP Apps.
- **Adobe leads adoption:** [Adobe for creativity](https://developer.adobe.com/adobe-for-creativity/) brought 50+ tools into Claude; the [Adobe plugin in ChatGPT](https://www.adobe.com/products/firefly/adobe-for-chatgpt.html) (announced [August 6, 2026](https://blog.adobe.com/en/publish/2026/08/06/introducing-adobe-chatgpt-create-edit-get-work-done-all-in-chatgpt)) consolidates 70+ tools. Adobe's research paper [How AI Is Redistributing Creative Work](https://www.adobe.com/ai/research/202606/ai-is-redistributing-creative-work.html) found 81.7% of pros rate ideation as highly AI-enabled, and 57.6% of photo pros use generative AI for background removal.
- **One prompting interface:** Instead of learning a dozen tool-specific prompt dialects, creatives express intent once; [MCP Apps](https://modelcontextprotocol.io/extensions/apps/overview) return interactive interfaces (video, charts, designs) directly in the thread.
- **Context in one place:** Brief, brand voice, and feedback history stay attached to the work. Chats can pull from Google Drive, Slack, Tavily, Firecrawl, and Semrush.
- **Security and cost:** MCP Apps run in a sandboxed iframe; authentication was hardened against OAuth mix-up attacks. Cost = AI tokens on top of each tool's pricing.
- **Who wins:** Enterprises trim license sprawl to one interface; small shops gain capability they never had the staff to support.

## FAQ
### What is the Model Context Protocol (MCP)?
MCP is an open standard Anthropic released in November 2024 that lets AI systems like Claude and ChatGPT discover and operate external tools — Adobe, Runway, ElevenLabs and more — through one common interface, instead of a custom integration for every model and software pairing.

### Who created MCP and who governs it now?
MCP was created at Anthropic by engineers David Soria Parra and Justin Spahr-Summers. In December 2025 oversight of the protocol was donated to the Agentic AI Foundation (AAIF), which shipped MCP’s biggest update in summer 2026.

### What are MCP Apps?
MCP Apps is an extension that lets a connected tool return a real interactive interface — a video player, chart, or design to approve — directly inside the chat thread, rather than plain text. It runs in a sandboxed iframe controlled by the host.

### How does MCP change creative and marketing workflows?
Instead of learning a separate prompt dialect for every tool, creatives express intent once in a single chat window and the AI operates the connected tools behind the scenes, keeping the brief, brand voice, and feedback history in one thread.

### Which creative tools work with Claude and ChatGPT through MCP?
Adobe brought 50+ tools into Claude through its Adobe for creativity connector and 70+ tools into ChatGPT through the Adobe plugin. Runway, ElevenLabs, Tavily, Firecrawl, Semrush, Google Drive, and Slack are among the many other connected tools.

### Is MCP secure and what does it cost?
MCP’s 2026 update hardened authentication against OAuth mix-up attacks, and MCP Apps are sandboxed from the host page. Security of what a connected tool does with your data still needs review. Cost is AI token usage on top of each tool’s own pricing.

## Sources
1. Lenny Rachitsky on LinkedIn — https://www.linkedin.com/posts/lennyrachitsky_now-that-is-a-launch-video-i-just-told-activity-7490192094280654849-Mw3O?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAwIvXwBC0hOMaWEoPdx2dP05-t_Ap9zufA
2. VentureBeat, "MCP just got its biggest update ever" — https://venturebeat.com/orchestration/mcp-just-got-its-biggest-update-ever-heres-what-changes-for-ai-agents
3. Peter Weltman for VentureBeat (2022) — https://venturebeat.com/ai/generative-ai-may-be-the-magic-potion-small-marketing-agencies-have-been-waiting-for
4. Adobe for creativity — https://developer.adobe.com/adobe-for-creativity/
5. Adobe, "How AI Is Redistributing Creative Work" — https://www.adobe.com/ai/research/202606/ai-is-redistributing-creative-work.html
6. Adobe Blog, Aug 6 2026 — https://blog.adobe.com/en/publish/2026/08/06/introducing-adobe-chatgpt-create-edit-get-work-done-all-in-chatgpt
7. Adobe plugin for ChatGPT — https://www.adobe.com/products/firefly/adobe-for-chatgpt.html
8. ChatGPT announcement reel — https://www.linkedin.com/posts/chatgpt_with-the-new-adobe-plugin-in-chatgpt-you-activity-7491149940744863744-Zl8X?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAwIvXwBC0hOMaWEoPdx2dP05-t_Ap9zufA
9. MCP Apps overview — https://modelcontextprotocol.io/extensions/apps/overview

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## About Man of the World
Man of the World (MOW) is a strategic communications and AI transformation firm that helps organizations clarify their message, strengthen their reputation, and deploy practical AI systems. https://mow.media/