More options do not make a better brief
An AI tool can produce twenty campaign lines before a team has agreed what the campaign needs to change. That is useful exploration, but it is not a strategy. Before generating anything, write down the audience, the problem, the promised benefit and the evidence available. At Prism, our starting point is the customer decision, not the software. A smaller set of ideas judged against a clear brief is more useful than a large folder of plausible alternatives.
See how we define the brief ↗Judge the idea in its actual setting
A headline can sound impressive in a presentation and become meaningless beside a product image, price and enquiry form. Test creative options where customers will encounter them. Ask whether each version makes the offer clearer, feels recognisably yours and gives someone a reason to continue. Prism connects creative direction with the website and campaign journey, so the idea is assessed as part of an experience rather than approved as an isolated piece of copy.
Explore our design approach ↗Keep a human accountable for the output
Use AI to organise research notes, explore alternatives or challenge a first draft, but do not confuse a fluent answer with a verified one. Check factual claims, permissions and sensitive information before material leaves the team. Our position is that a named person should own the final decision and explain why it serves the brief. For your next project, ask who checks the work and what they check, rather than simply whether the agency uses AI.
Meet the people responsible for the work ↗