Strategy and Brief Generation

A global consumer goods company piloted an AI-assisted strategic brief generation tool across its North America marketing team in 2023. The tool used retrieval-augmented generation to pull from a library of more than 1,200 historical briefs, category reports, and audience segmentation studies. According to an internal case study shared at the 2024 Cannes Lions Commerce track, the pilot reduced average brief development time from four days to under one day for standard campaign briefs, with senior strategists reporting that first drafts required roughly 40% less editing than unassisted drafts. The team noted that the tool's most valued capability was surfacing historical briefs for analogous campaigns — context that strategists acknowledged they would not have retrieved manually under deadline pressure.

In the agency context, WPP's OpenX team has piloted AI brief generation tools embedded in its client onboarding workflow, using LLMs to convert client-provided inputs into structured creative briefs that are distributed across its network of specialist agencies. According to a 2024 WPP investor presentation, the system reduced brief preparation time by approximately 50% on pilot accounts. Independent creative agencies including Wieden+Kennedy and Ogilvy have also reported internal experiments with AI brief generation, though published performance data from those efforts remains limited.