From brief to impact
Posted: Thu Jul 10, 2025 6:20 am
In contemporary marketing , artificial intelligence not only intervenes in the execution of campaigns, but is beginning to transform its foundation: the creative brief. Traditionally, a brief was a static document, written by planners or account teams, with the aim of aligning all project stakeholders. Today, however, that same brief must speak to humans... and also to machines.
The rise of generative models like GPT , aided design tools, and automated editors requires a rethinking of how a campaign's starting point is defined. It's no longer enough to simply define an objective and an audience. Now, the brief must incorporate structured data, possible prompts, ethical constraints, creative parameters, and even technical instructions that properly feed the AI systems involved.
We are entering a new era where the briefing is no longer a simple reference document but a strategic interface between human creativity and automation. An ecosystem in which knowing how to formulate an idea is as important as the idea itself.
The brief in automated environments
In an increasingly hybrid context—where human creatives, c level contact list generative algorithms, and remote collaborators coexist in the same workflow—the brief is no longer a simple alignment document but a strategic connecting piece. A good brief today not only inspires: it also instructs , translates, and optimizes .
What defines an effective briefing in this new scenario?
First , structural clarity: objectives must be formulated precisely, but also open enough to allow for creativity. Second , modularity: the brief's content must be easily decomposed to feed into different systems (from generative AI to prototyping tools or collaborative platforms). And third , contextualized emotionality: even algorithms must understand the tone, intent, and brand atmosphere you want to build.
How does a brief adapt to the new creative flow?
The key is to think in layers. A first layer defines the strategic aspects (objective, audience, tone, key message). A second layer articulates the operational aspects (platforms, formats, timing, team). And a third layer adds specifications designed for smart assistants or automated processes:
Initial prompts or examples of desired input/output.
Relevant source data (with context and permissions).
Indications on the degree of creativity expected or legal/ethical restrictions.
Emotional tone or brand specifications (to ensure narrative coherence).
This approach not only improves human-to-human understanding, but also optimizes interaction with AI tools . In other words, writing for both humans and algorithms requires a new kind of creative literacy.
The rise of generative models like GPT , aided design tools, and automated editors requires a rethinking of how a campaign's starting point is defined. It's no longer enough to simply define an objective and an audience. Now, the brief must incorporate structured data, possible prompts, ethical constraints, creative parameters, and even technical instructions that properly feed the AI systems involved.
We are entering a new era where the briefing is no longer a simple reference document but a strategic interface between human creativity and automation. An ecosystem in which knowing how to formulate an idea is as important as the idea itself.
The brief in automated environments
In an increasingly hybrid context—where human creatives, c level contact list generative algorithms, and remote collaborators coexist in the same workflow—the brief is no longer a simple alignment document but a strategic connecting piece. A good brief today not only inspires: it also instructs , translates, and optimizes .
What defines an effective briefing in this new scenario?
First , structural clarity: objectives must be formulated precisely, but also open enough to allow for creativity. Second , modularity: the brief's content must be easily decomposed to feed into different systems (from generative AI to prototyping tools or collaborative platforms). And third , contextualized emotionality: even algorithms must understand the tone, intent, and brand atmosphere you want to build.
How does a brief adapt to the new creative flow?
The key is to think in layers. A first layer defines the strategic aspects (objective, audience, tone, key message). A second layer articulates the operational aspects (platforms, formats, timing, team). And a third layer adds specifications designed for smart assistants or automated processes:
Initial prompts or examples of desired input/output.
Relevant source data (with context and permissions).
Indications on the degree of creativity expected or legal/ethical restrictions.
Emotional tone or brand specifications (to ensure narrative coherence).
This approach not only improves human-to-human understanding, but also optimizes interaction with AI tools . In other words, writing for both humans and algorithms requires a new kind of creative literacy.