MediaPost spotlighted an AI stunt—Slipstream from OLIVER—designed to generate creative briefs, presumably for lazy, lousy clients partnering with spineless, brainless advertising agencies. Why not simply use the AI-generated briefs to churn out AI-generated campaigns? Of course, creatives of color could expect to receive AI-generated crumbs.
Building A Better Brief: Oliver Unveils Slipstream
By Richard Whitman
For years agencies have complained about client pitch briefs and their lack of clarity. Now in-housing company Oliver, part of The Brandtech Group, believes it has a solution. It has launched a new generative AI tool for brands that’s designed to develop more effective creative briefs.
Called Slipstream the tool takes the initial brief – whether a formal document or a hurried email – and first validates that it contains all the key components, such as budgets, timings, target audiences and objectives. The tool helps fill in any gaps.
It then restructures the brief into a templated format and uses historical data to compare it against what Oliver already knows about the client and its priorities and business objectives.
The tool is part of a larger initiative Oliver is undertaking to reduce the time and expense invested by brands in seeking new agencies by half.
“We created Slipstream to improve a part of the process that can fall through the cracks,” said Jason Ballis, Global Chief Operating Officer at Oliver. “If the brief is more accurate from the start, it’s more likely that the final creative work will match what the client wanted. That means fewer anxious emails and texts and fewer iterations.”
“It also enables better reuse of existing creative assets,” added Ballis, “which is an issue the industry has been struggling with in recent years. There might not be a need to create entirely new audience profiles, for example, if the brand did a campaign targeting similar audiences recently. It helps them develop efficiencies of scale.”
Slipstream is built on Oliver’s Marketing Resource Management platform and uses a Weaviate database for storing and analyzing content.
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