Improve AI outputs by treating prompts like creative briefs
We all know by now that AI isn’t a magic button – it’s perfectly capable of creating sh*t! But like it or loathe it, AI is here to stay.
We’ve been experimenting with AI across content, strategy and creative work. Generative AI tools like ChatGPT, Claude and Perplexity can produce text, images and ideas at lightning speed. But the quality of the output depends entirely on the quality of the input.
Used well, it can speed up research, generate ideas and help structure content. Used poorly, it produces generic noise. One thing that’s clear: the quality of the output often comes down to the brief behind the prompt. If the instructions are vague, the response will be too.
AI doesn’t automatically understand your brand, your audience or your goals. Just like a new employee, you need to onboard it and provide a clear brief.
Feed the beast
AI is hungry for information. The more relevant context you provide, the more useful the response will be. Just like in marketing and communications, success starts with a strong brief.
The clearer the input, the better the output. Before prompting, it can help to upload reference materials like:
- Brand guidelines
- Target audience insights
- Market context
- Previous content or campaigns
BRIEF your prompt
One of the easiest ways to improve AI output is to think of your prompt as a creative brief.
A simple framework to follow is BRIEF:
Background
What’s the context? Where will the content appear and why are you creating it?Reader
Who is the audience? Be specific about their role, knowledge level and interests.Intent
What do you want the content to achieve? Inform, persuade, educate or inspire action.Expression
What tone or brand voice should the content follow?Format
What are the practical constraints? Think channel, word count, structure or platform.
Example prompt text:
I’m going to write a [type of content] for [channel].
Here’s the context:
Target audience: [detailed description]
Product/service: [what you’re selling + key benefits]
Brand: [your tone and positioning]
Competitors: [how you stand out]
Goal: [specific action you want people to take]
Write with [specific requirements for format/length].
If at first you don’t succeed, try, try, try again
One of the biggest mistakes people make with AI is treating the first response as the final one. Think of it as a conversation. Ask for variations. Change the tone. Request shorter versions, alternative angles or different structures.
It’s also worth remembering that AI is designed to be helpful. In practice, this means it will often agree with your ideas. The most valuable results come when you challenge the output, refine the brief and keep iterating.
A designer’s perspective
Our designer puts it like this:
“AI isn’t a magic button. It works best when you treat it like a creative brief. When you move past generic buzzwords and start describing real-world context or clear objectives, the output stops looking like a default response and starts looking like something a human intended to create.”
Used well, AI can also remove some of the more cumbersome parts of the creative process -organising ideas, testing concepts or drafting early versions. Think of it like sketching before drawing. It helps you reach the interesting part of the project faster.
Humans still in the driving seat
Despite its benefits, AI doesn’t understand emotion, timing, cultural nuance or brand instinct. It can’t challenge strategy, interpret subtle messaging or make judgement calls. That’s where human expertise still matters.
The real value of AI isn’t replacing creativity – it’s amplifying it. Used as a sparring partner, it helps teams move faster while keeping the thinking, direction and craft firmly in human hands.
If you’re looking for help shaping clearer messaging, stronger storytelling or smarter content strategy, get in touch with the team at Project Neon.