Marketing
AI for campaign ideas and creative briefs
Give an AI assistant a short input sheet: the goal, the audience, the offer, your budget and what you have tried before. Ask for many different campaign angles, pick two or three with your team, then ask the AI to turn the winner into a one-page creative brief. The AI widens your options; your team chooses and owns the idea.
Effort:
Low
Time saved:
Often 30–50% less time from blank page to brief (estimate; test it)
The problem today
In a small team, campaign planning often means one busy person staring at a blank page the week before launch. Large brands and agencies already use AI to generate and sort dozens of concepts before a creative meeting. An SME can do the same with a general AI assistant, a fixed input sheet and one hour of team time.
How it works, in plain words
It is like a brainstorming partner who never runs out of ideas, but who has never met your customers and needs you to choose.
What goes in: a one-page input sheet with the goal, audience, offer, channels, budget and one or two past campaigns that worked or failed.
What the AI does: it produces many deliberately different campaign angles, argues against its own top picks and then turns the chosen idea into a structured creative brief.
What a person checks: your team shortlists the angles, removes anything off-brand or impossible to deliver, and edits the brief before it goes to a designer or agency.
What comes out: a shortlist of two or three challenged angles and a one-page brief that the whole team and any partner can work from.
It does not know what your market will respond to. Only a small real test can tell you that.
How it could work for businesses like yours
Illustrative examples, not client case studies.
A 6-person creative agency in Psyrri, Athens
The team spends the first day of every pitch in front of a blank whiteboard. They would fill in the input sheet with the client before kick-off, generate 20 angles with AI and bring only the five strongest to the brainstorm. They would track hours spent per pitch and how often the client picks an idea from the first round.
A family winery on Santorini with a small tasting room
Its marketing repeats the same sunset photos every summer. The owner would give the AI the harvest story, the visitor profile and last year's results, then ask for local, seasonal and humorous angles for the autumn. A realistic target could be one new campaign idea tested on social media before the next tourist season, measured by tasting bookings.
A 20-person furniture store in Serres
Every campaign says "big discounts" and customers have stopped noticing. The store would use AI to explore angles around delivery, made-to-measure pieces and showroom advice, and ask it to flag ideas too close to the big chains. It would test the winning angle in one month of local ads and count showroom visits and quote requests.
How to do it, step by step
Fill in a one-page input sheet. Write the business goal, the audience, the offer, the channels, the budget and one or two past campaigns that worked or failed. Use the same sheet every time.
Ask for range, not polish. Request 15–20 angles that differ on purpose: emotional, practical, humorous, seasonal and local. Ask for a one-line headline and one sentence on why each might work.
Challenge the ideas. Ask the AI to argue against its top five, list risks for your brand and flag ideas that sound like a competitor. Remove anything you could not deliver in practice.
Shortlist with your team. Spend 30 minutes picking two or three angles. People who talk to customers every day usually spot weak ideas fastest.
Turn the winner into a creative brief. Ask the AI for a one-page brief with objective, audience insight, key message, proof points, tone, deliverables and deadlines. Edit it, then send it to your designer or agency.
Tools to consider
ChatGPT or Claude: good at producing many varied angles and at structuring a brief from rough notes. Caveat: first answers tend to be safe and predictable, so give real context and ask for bolder options.
Google Gemini: useful for quick idea rounds and works inside Google Docs if you use Google Workspace. Caveat: check any facts or trends it mentions before you build a campaign on them.
Miro (AI features): turns a brainstorm into sticky notes and groups them on a shared board for the team. Caveat: it helps organize ideas more than it creates strong ones.
Data protection and GDPR
Campaign planning rarely needs personal data, so keep it that way. Describe your audience in general terms instead of pasting customer lists or reviews with names. The bigger risk is confidentiality: unreleased offers, prices and plans are business secrets, so use a business account where your inputs are not used to train the model. Check that ideas do not copy a competitor's slogan, trademark or protected work. Under the EU AI Act, staff using these tools need basic AI literacy (Article 4, applying since 2 February 2025).
Mistakes to avoid
Giving the AI no context, then judging it on the generic ideas that come back.
Taking the first idea and skipping the team shortlist, so nobody really owns the campaign.
Sending an AI-written brief to the agency without checking the facts, offer and deadlines.