You know, when AI search is gaining momentum and 71.5% of people “Google” DeepSeek and ChatGPT, every $1 invested by businesses in AI as part of their business processes brings $3.71, and generative neural networks in marketing, copywriting, PR (etc., etc., etc.) are mast-heads – nothing surprises us. It would seem… Ah, no: a nightmare worse than a leaked budget – a project brief filled with AI.
I’m gonna scare you a little bit. The consequences.
Big deal, an AI brief: we load a bunch of information (documents, screenshots, reports) into a neural network and lo and behold, it produces normal answers. Nope. You may think that the answers are normal, adequate and, moreover, very detailed and look professional. The question about your customers is so cool: gender, age, portraits, pains, and how to close. The contractor will be thrilled! (yeah, right).
Now let’s listen to the contractor and see what he really thinks.
1. Money down the drain from the start of the project. What’s your biggest issue with contractors?
“If I give you $4000 to develop this website, how much will I get out of it?” In short, ROMI. You carefully select contractors: you study dozens of KPs and hundreds of cases, go out on calls at first contact, look for pitfalls, collect references – and sign a contract with the best one. With the one that has shown you a cool team, clear performance on deadlines, real results. I’m willing to bet it turned out to not be the cheapest option. But you’re paying for multiple paybacks.
And then filling out the brief with AI is the very first step of the project. Any adequate contractor will ask you a lot of questions first: what’s the product, what’s the market, how do you work, what are your processes. This is simply essential for immersion. For example, I, as a marketer who is responsible for the first stage of development, will have to become almost an expert in your product, and then advise the entire development team. The brief is the basis for the subsequent reserch: for example, they said that you have B2B, I will look at B2B, and the point of me getting into B2C if you do not work there.
And what do I see when I open a completed brief: general phrases, a lot of unnecessary information not relevant, and zero specifics. And if I were a bad specialist, I would not even realize what the catch is. But! Any good specialist sees AI work – we identify it from the first read. (Yes, you will be burned).
So, here are the options:
A) A contractor not very experienced in AI won’t notice.This is what happens when guys have little or no experience with AI and don’t understand the nuances. Soon, though, they’ll be on par with unicorns. They can be the coolest developers – they don’t need neural network, they are gurus without it. But at the same time, you will look at the final product and realize: “But it’s not like that!” And the contractor will show you a brief filled out by your own hand – and he will be right.
Imagine Jack is your contractor. Pretty cool, huh?
Б) A contractor who is not very conscientious will wave goodbye.Filled out a brief via chat gepate – your problem, your choice. We’ll do. What’s more, these contractors can also switch to the tactic themselves: everything via gapate. Imagine what you’d get… an absolute mess that has nothing to do with reality, a product for robots.
But Jack did the brief.
В) Get a contractor who values himself as an expert and his reputation.This is the best-case scenario. The contractor will see the problem, outline it to you, and offer options. It goes something like this, “Mr. N., we have noticed that the brief is filled out with active participation of artificial intelligence. We cannot guarantee you quality development. We strongly recommend that you fill out the brief again, by yourself. If it’s easier for you, let’s fill it out together on the miter. If it doesn’t suit you, we have to stop working – we can’t risk our reputation as a contractor and produce a low-quality product. We’ll give you your money back.” And they’ll be right! Why? When a low-quality product is released, you can see it: the results are poor, the return on investment is zero, and the development is mediocre. The entire digital community sees it, you see it when you don’t get a good ROMI – and you will, of course, leave appropriate feedback. A good contractor won’t let this happen: by doing one bad project now for $4000 dollars, he’ll lose 10 good projects later for $40,000 dollars. Unprofitable.
You can’t get through to Jack.
Now,dear customer,if the contractor points out the AI,don’t be mad at him. He didn’t catch you by the hand and accuse you of a mortal sin. He’s worried about the product and his reputation. And that’s your money.
Okay,it’s gonna get easier from here,I promise. The base has been dismantled.
Put it up.
a tender for free
Our system will find you the contractors for services related to website or application development, search engine optimization, contextual advertising, marketing, SMM and PR.
2. Refinements, refinements, refinements.Let’s say we’re going to a bad scenario, but you don’t know it yet. You’re shown a mockup of your website, a mockup of your ad creative, whatever. You look at it: “It looks okay, but it’s not the same, somehow the product is not disclosed, and we’ve been on the market for 11 years, and we work with B2C, not B2B”. And you answer the contractor: “We studied it, showed it to the management – we need to redo it.” And to redo the layout of the site, means, at best, just miss the deadlines (while the analysis will be re-analyzed, the layouts will be redone). At worst, to get a bill for rework or lose the contractor.
3. characterless product.Let’s say the product is launched. Ads are running, metrics are being captured, everything is okay. But nothing is happening. No positive momentum. No conversions, no engagement, no requests, no leads coming in untargeted. Look at all the negativity, all the negativity.
Why? Your product is built on a dead script. No insight, no customer pain. It’s a crutch that lasts three months at most. After that, it will wander around the Internet (and cry, probably).
And now let’s play psychologist: tell me, why do you want to fill out a brief through AI?
The briefs are too big and you don’t have time for them?No excuse. Your business needs this product, you’re paying money for it. You want a cool product that will pay for itself and make you money consistently. Then you won’t be intimidated by 60+ or 100+ questions.
Jack wouldn’t advise against it. Gotta doo pirate is a gotta doo pirate!
*A final note to contractors: dear guys who are preparing the brief, remove unnecessary and generic questions, customize them to fit the project and add them if necessary. Do a mini-research, understand the general outlines of the niche – and then take your brief template and tweak it. This way, the brief will come back to you faster, will be filled out better, and there will be fewer revisions. And, therefore, your work will be easier.
You don’t have competence in the questions?You don’t know your target audience, your competitors? It happens if you are just entering the market – and then you should have a startup package. Who are you launching the project for, how do you see it? Describe it. If you don’t know a particular section: find someone who does. It’s your local marketer, sales person, maybe you need to ask the CEO for help at all. Ask! You’re in charge of the product – it’s in your best interest.
You only need the product for “ticking the box”, no point in bothering?Why fill out a brief at all? Throw in the TOR and forget it. In fact, no kidding, even a product for a tick should be at least bearable. Otherwise you won’t even get that checkmark.
So, you can’t do AI at all? Yes,I’ll show you.
No one is against neural networks – it’s a breakthrough tool, it’s already part of our everyday life. And that’s okay.But everyone is against the unconscious use of neural networks.You can delegate routines, drafts, variant formulations. For example:
- Upload him a list of competitors / data / customer feedback – and ask him to tidy it up.
- Give him your idea – and he’ll clean it up, correct grammatical errors, make it more structured.
- If you don’t understand a question (the contractor messed up with terms, for example) – ask for an explanation in simple language.
- Show the AI the project documents – and ask it to find something specific in them that will help you answer the question.
AI is a reference-maker, but not a decision-maker. It’s just your assistant. Which means it should be used in tandem with live experience, not instead of it. You control the neural network, not the neural network control you. And so far, the world is sinking into a state of absolute dependence on AIs. It’s already like addiction to cigarettes, alcohol, and social networks. Believe me, I see it every day.
That’s it, see u later.
I hope Jack explained it well.
P.s., why are you disappearing so much? Actually, a good author is characterized by systematic publishing! I know 🙁 I’m just finishing up some stuff at work. So as not to go off into the sunset and remember, as you were called – and everything was in perfect order, on the shelves and clear (yes, yes, that’s how veiled I said that I quit). The workload is crazy. I’ll see you more often once I get through it. And I’ll be sure to tell you all the secrets of a practicing marketer, ahahh
