Why OpenAI's 'goblin' problem matters — and how you can release the goblins on your own

If you’ve ever asked an AI to help you write code or solve a tricky logic problem, you might be surprised to learn that behind the scenes, some of these systems are quietly being told to imagine they’re goblins. Not metaphorically — actual instructions buried in the code telling the AI to think like a small, clever, mischievous creature. OpenAI had hidden this kind of playful “persona” deep inside one of their coding tools, and when a developer stumbled across it and posted it online, it sparked a genuinely interesting conversation about how AI actually works under the hood.

Here’s the useful thing to understand: AI models respond very differently depending on how they’re framed at the start. Think of it like briefing a new employee before a client call. If you tell them “be formal and cautious,” you get one result. If you tell them “be creative and think outside the box,” you get something completely different. OpenAI was essentially briefing their AI to be scrappy and resourceful — goblin energy, if you will. This technique is called a system prompt, and it’s not secret magic reserved for big companies. Anyone using ChatGPT, Claude, or similar tools can do the exact same thing before starting a conversation.

So how can you actually use this? First, if you run a small business and use AI for customer emails or social media, try starting your conversation with a persona that fits your brand. Something like “You are a warm, no-nonsense assistant for a local bakery” will give you more consistent, on-brand results than just asking questions cold. Second, freelancers and side-hustlers can use persona prompts to get better creative output — tell the AI it’s a seasoned copywriter, a skeptical editor, or a detail-obsessed accountant depending on what you need. You’ll get noticeably sharper responses without paying for any extra tools. Third, if you’re job hunting or preparing for something like a difficult conversation or negotiation, prompt the AI to take on the role of a tough interviewer or a hard-to-please client and practice your responses. It’s free coaching that most people don’t realize is sitting right there.

The goblin isn’t the point — the lesson is that a few sentences at the start of any AI conversation can completely change the quality of what you get out of it.