Emma Wilson

Our campaign briefs went from vague to actually useful. AI helped.

I manage marketing for a mid-size brand and the number of campaigns that have gone off the rails because of a bad brief is embarrassing. The creative team gets a vague brief. They make assumptions. We get back work that misses the point. Multiple revision rounds. Everyone frustrated. I started using ChatGPT to stress-test briefs before they go out. I paste the brief and ask: "What questions would a creative director ask about this brief before starting work? What's unclear, missing, or ambiguous?" The list that comes back is painful to read. But better to find those gaps before the creative team does. We've also started using it to write the "insight" section of briefs — the bit that explains why the audience would care about what we're saying. That's the hardest part to articulate and AI is surprisingly good at it given the right context. The briefs are tighter. The work coming back is better. The number of revision rounds has dropped. I'll take that.