How to Use AI to Create More Effective Briefs for Your Agency

As agencies, we understand that the quality of the brief can make or break the success of a project. While traditional methods of briefing have their merits, AI tools are revolutionising the way companies communicate their needs. By harnessing the power of AI, you can create clearer, more detailed, and actionable briefs that help your agency deliver exceptional results.

Here’s how you can use AI to streamline your briefing process and ensure your agency has everything they need to succeed.

Why Use AI for Briefing?

AI tools, such as ChatGPT, can help structure, refine, and expand your ideas into well-thought-out briefs. With precise prompts, these tools can generate detailed project outlines, uncover missing details, and provide creative inspiration, ensuring your brief is comprehensive and actionable.

Tips for Prompting AI to Create Effective Agency Briefs

The key to leveraging AI is crafting the right prompts. Think of it as briefing the AI in the same way you’d brief your agency: provide context, detail, and a clear end goal. Here’s how:

1. Be Specific About Your Goals

Your prompt should explain what you want to achieve. For example:

“Generate a creative brief for a digital marketing campaign that increases brand awareness for a sustainable fashion company targeting Gen Z.”

2. Include Key Project Details

To get the most accurate output, include:

• Target audience: Age, demographics, and preferences.

• Tone and style: Formal, playful, minimalist, etc.

• Deliverables: Social media posts, videos, blogs, etc.

• Timeframe: Deadlines or phased timelines.

3. Provide Context and Background

Share insights about your company, brand, or product. For example:

“We are a sustainable fashion brand offering eco-friendly clothing made from recycled materials. Our audience values environmental impact and modern aesthetics.”

4. Ask for Suggestions

AI tools can generate ideas or questions to refine your brief further. Example:

“What additional information would help complete this brief?”

5. Iterate and Refine

Once the AI generates a draft, review and refine it. Add any specifics that might have been missed and clarify vague points.

Key Information to Include in Your AI Prompt

To help your agency create their best work, include the following in your AI-assisted brief:

• Project Overview: The big picture and why it matters.

• Objectives: What success looks like.

• Target Audience: Who you want to reach and why.

• Deliverables: What you expect your agency to provide.

• Budget and Timeline: Constraints that guide the scope.

• Brand Guidelines: Ensure consistency with your brand identity.

• Competitor Insights: What others are doing and how to stand out.

Example AI Prompt for a Brief

"Create a marketing campaign brief for a luxury villa rental company targeting affluent families for holiday stays in Koh Samui, Thailand. The deliverables include social media ads, email campaigns, and a landing page. The campaign tone should be aspirational yet family-friendly, and the goal is to increase bookings during the summer season. Include insights about family travel trends and recommendations for content themes."

Benefits for Agencies and Clients

When companies use AI to craft their briefs, agencies can hit the ground running. With clearer goals, richer context, and fewer back-and-forths, projects move faster, and results improve.

Conclusion

By integrating AI into your briefing process, you empower your agency with the tools they need to exceed expectations. A well-structured, detailed brief sets the stage for creative excellence and fosters a more productive client-agency relationship.