Creating impactful and effective work rarely starts with the idea. It starts much earlier, with the quality of the brief.
But the way marketers develop briefs is changing fast.
 
AI can now help us write briefs in seconds. It offers huge potential to make the process smarter and more effective. But it also raises a bigger question: if everyone has access the same tools, data and shortcuts, are we creating better thinking, or simply getting to average work faster?
 
This November, The Marketing Society welcomes BetterBriefs co-founders Pieter-Paul von Weiler and Matt Davies for a provocative conversation about what brilliant briefing looks like in the age of AI. Drawing on their research into the relationship between marketers, agencies and creative effectiveness, Pieter-Paul and Matt will explore where AI can genuinely strengthen the briefing process, where human judgement remains critical, and what marketers need to protect as technology becomes increasingly embedded in the way we work.
 
Expect evidence, practical perspectives and plenty of provocation as we challenge some of the assumptions shaping one of the most important relationships in marketing.

Because the tools may be changing, but the ambition remains the same: better thinking, better briefs and ultimately better work.