Business · Problem: I need to turn a brief into ideas
How do I use AI to turn a client brief into creative ideas?
Ask AI to break the brief down before it creates anything. First it should restate the goal, audience and constraints, and list what is unclear. Then ask for ideas in three levels: safe, bold and unusual. Breaking the brief down first stops AI from giving you polished ideas that answer the wrong question.
When to use this
You have a client or boss brief and need concepts fast, or the brief is vague and you do not know where to start.
Copy this prompt
Build my own versionAct as a creative director. Here is the brief: """ [paste the brief] """ Step 1: Restate the brief in 5 lines: goal, audience, key message, must-haves, limits. Step 2: List anything unclear that I should ask the client. Step 3: Give me 9 concept ideas: 3 safe, 3 bold, 3 unusual. For each: a name, a one-line idea, how it would look, and why it fits the brief. Step 4: Recommend one and explain the risk. Do not skip step 1 and 2.
Replace each [bracket] with your own details. Works in ChatGPT, Gemini, Claude, Copilot and Meta AI.
Example
What you type in
A brief from a property developer: launch a new condo in Cyberjaya to young families, budget modest, launch in 6 weeks.
What you can expect back (shortened)
Unclear: is the budget for media or production? Is there a show unit to film? Bold idea: "First Home Diaries", three real young couples filming their first walk-through…
Common mistake
Pasting the brief and asking "give me ideas". You skip the thinking that makes ideas useful.
Better follow-up prompt
Develop the recommended concept into a one-page proposal with a key visual idea and 3 headlines.
Related problems
Want your team to work like this?
This prompt is one piece of a workflow Han Yong teaches in full. See Corporate AI training.