Conversational AI in the context of setting up a project brief

Abstract

The In-House Creative Studio faces a significant challenge due to an increasing workload among its team of creatives, which includes visual designers, concept creators, copywriters, producers, photographers, and project/event managers. This team may only experience slight expansion, despite the growing demand for campaign and event materials targeted at three main groups: B2B, B2C, and Talent. Consequently, the Creative Studio is forced to be selective, unable to approve all project requests due to the overwhelming volume of work. Ideally, the studio would like to take on more projects. However, the creative team's efficiency is frequently undermined by the considerable time spent managing internal stakeholders, the misalignment resulting from unclear communications, and inefficient workflows. The primary source of these issues was identified as stakeholders providing incomplete or illogical design briefs.

This graduation project explores how Conversational AI might be used in the context of setting up inter-organisational project briefs to help briefing writers improve their design briefings.

Explorative research on the challenges within creative corperate processes and GenAI opportunities clarified that design briefings are a major bottle neck within creative corporate processes

Recognizing this, it becomes evident that to effectively address this bottleneck, stakeholders need assistance in improving the quality of their design breifings prior to the meeting and without external help from the Creative Studio’s briefings reviewers.
This resulted in creating an conversational agent that enabled stakeholders to self-evaluate and improve the quality of their v1 briefings without external help before the first briefing meeting with the Creative Studio.

The final design was evaluated over the span of two sessions with an internal stakeholder of the case company and the Creative Strategist. In the first session, Jelly’s ability to assist the briefing writer was evaluated. In the subsequent session, the feedback comments of Jelly were compared to that of the Creative Strategist.

The results suggest that while Jelly has been effective in certain areas, such as providing detailed feedback that aligns with feedback standards of the briefing reviewers, it requires refinements in user interface language, feedback customisation, and context-specific content generation. The feedback from Jelly, when accurate, led to noticeable improvements in the quality of v1 briefings, aligning with the goals of enabling the stakeholder to self-evaluate their briefings independently.

The findings suggest that Jelly was found to be capable in offering valuable feedback that improved the quality of the briefing.

This thesis concludes with critical reflections to anticipate the future of GenAI in creative corperate processes. The first anticipation includes proposing a new relationship between GenAI and human creatives in the form of co-performance; where one fulfills a role, the other enhances its performance. The second anticipation states that large e-commerce organisation would have terms in their employee contracts that would consider personalised chatbots created by them as intellectual property of the company. In other words, in such organisations, personalised chatbots would likely be developed through a centralised approach.

Ultimately, the design contributes to the field of conversational AI design approaches in the context of corperate creative processes by providing a practical and reproducible example.