Use AI to Write Brilliant Briefs
With Christina Lemieux and Ruairi Curran
Wednesday 3rd September 2025 | 9.30am-1pm BST | Online
This extended training session is for young planners and strategists. It will build your expertise in brief writing by making the most of the incredible creative and strategic stimulation that AI brings to the task.
What will you learn?
The session will teach you which AI tools to use, how to get the best out of them and how to make the most of new ways to write fast, focused, strategic and creatively inspiring briefs. It’s a hands-on session, so come ready to engage your brain and work through briefs in real time.
About the Course
The session will combine theory and practice. You will experience how to combine your judgement with AI to speed up the ‘grunt work’ and focus on leaps in your thinking.
During the course of the morning you will work on two different briefs, from scratch, learning the approaches and how to apply them, and using real data provided by Tracksuit.
Everyone will work together to get practice on applying the theory by researching, synthesising refining and bringing your thinking to life using AI.
Then you will have a go at writing a different brief in smaller groups. There will be feedback on the tasks and a chance to ask questions and get help from the tutors.
There will be a small amount of pre-work, familiarising yourself with the tools and some of the data we will be using.
Who is it for?
The session is ONLY for planners and strategists who are already working in the industry - starting out in agencies or people with more experience who don’t have strategy in their title but have to write creative briefs from time to time.
It is not suitable for students or aspiring planners.
Course Tutors
Tutors are Ruairi Curran, Executive Strategy Director at Gravity Road and Christina Lemieux, Executive Strategy Director at Saatchi & Saatchi, PG One.
Both have extensive experience as senior strategists and are acknowledged experts in the theory and practice of AI for strategy and are leaders of the APG’s AI initiative of 2024/5.
