Creative Brief Generation agent

  • Updated

Optimizely Opal's Creative Brief Generation agent takes a campaign description, asset type, and key message and generates a complete, structured creative brief covering strategy, audience, messaging, and visual requirements, ready to hand off to a creative team or agency.

  • Challenge – Starting the creative process without a clear, structured roadmap often leads to misaligned expectations, constant revisions, and project delays. Manually gathering stakeholders' goals, target audience details, and technical requirements into a cohesive brief is a fragmented task that slows down the handoff from marketing to creative teams.
  • Agent outcome – The agent automatically transforms high-level project goals and raw inputs into a comprehensive, professional creative brief. It structures the document with essential sections like objectives, target personas, key messaging, and brand guidelines to ensure all contributors are aligned from the start.
  • Value – The agent accelerates the transition from idea to execution by removing the friction of manual brief writing. It ensures that you have exactly what you need to hit the mark on the first draft, reducing the cycle of "back-and-forth" edits and helping organizations launch high-quality campaigns faster.

Required Optimizely products

None

Install agent

Opal Administrators, Agent Builders, and users with the Add, edit, and install specialized agents  attribute for a custom role can add agents to their organization's Optimizely Opal instance. See Add users and set permissions.

In Opal,

  1. Go to Agents > Agent Directory.
  2. Click Creative Brief Generation.
  3. Click Install Agent to add the agent to your Opal instance. 

Use

To use the Creative Brief Generation agent in Opal Chat, enter @creative_brief_generation and provide details for the following parameters:

  • Campaign Description – What is this campaign or asset for? Describe the product, event, launch, or initiative in a few sentences.
  • Asset Type – What are you creating? For example, LinkedIn graphic, Instagram carousel, event booth, product video, or email header.
  • Key Message – The core thing you want the audience to think, feel, or do after seeing this asset.
  • (Optional) Target Audience – Who is this for? Include persona, seniority, segment, or region if known.
  • (Optional) Output Focus – What level of brief do you need? 
    • Full Brief' produces Project Foundation, The Strategy (The "Why"), Target Audience (The "Who"), Messaging & Copy, Visual Requirements (The "What"), Execution & Governance, and Creative Context & References
    • 'Design Handoff' produces Project Foundation, Messaging & Copy, and Visual Requirements with Visual Component Hierarchy only.
  • (Optional) Deadline – Hard delivery deadline or target launch date.
  • (Optional) Reference Material – Paste a URL to an existing campaign or brand page, or upload a past brief, inspiration asset, or brand guidelines. The agent browses URLs and analyze uploads to inform tone, style, dimensions, and content.

To use the Creative Brief Generation agent in a workflow agent, drag and drop it into your workflow. See the Configure workflow section in the Create a workflow agent documentation.

Details

The following are the default details of the Creative Brief Generation agent. After you install the agent in your Opal instance, you can customize these details based on your organization's needs. See Manage agents for instructions.

Input variables

  • Campaign Description
  • Asset Type
  • Key Message
  • (Optional) Target Audience
  • (Optional) Output Focus
  • (Optional) Deadline
  • (Optional) Reference Material 

Tools

  • analyze_image_content
  • browse_web_html
  • search_web
  • create_canvas

Output

  • Inference level – Pro