---
title: Creative Brief Generation agent
slug: agent-platform/docs/creative-brief-generation-agent
docTags: 
createdAt: 2026-08-12T15:37:03.000Z
---

**Creative Brief Generation** is an agent in Agent Platform. It turns a campaign description, asset type, and key message into a complete, structured creative brief. The brief covers strategy, audience, messaging, and visual requirements, ready to hand off to a creative team or agency.

- **Challenge** – Without a clear, structured roadmap, the creative process leads to misaligned expectations, revisions, and delays. Gathering goals, audience details, and technical requirements into a brief is slow work that delays the handoff to creative teams.
- **Agent outcome** – The agent turns your inputs into a structured creative brief with sections for objectives, audience, messaging, and visual requirements. The brief aligns contributors from the start.
- **Value** – Faster idea-to-execution with fewer revision cycles, so campaigns launch sooner.

## Install agent

:::hint{type="info"}
**Note**

**Mark Administrators**, **Agent Builders**, and users with the **Add, edit, and install specialized agents** attribute for a custom role can add agents to their organization's Mark instance. See [Add users and set permissions.](../../get-started/get-started-with-optimizely-opal-for-administrators.mdx)
:::

Install the agent from the **Directory**.

1. Go to **Directory > Agents**.
2. (Optional) Begin entering *Creative Brief Generation* or use the drop-down list filters to narrow the list.
3. Click **Install** on **Creative Brief Generation** to add it to your Mark instance.

   ![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/ZwuKOERPe2yO1-MZYpTy6-20260720-144949.png)

## Use the agent

In [Mark chat](docId\:dtNBEttEGVvkhNkwNypLM), enter *@creative\_brief\_generation* and provide the following details:

- `Campaign Description` – The product, event, launch, or initiative this campaign or asset is for. Describe it in a few sentences.
- `Asset Type` – The asset you are creating, for example *LinkedIn graphic*, *Instagram carousel*, *event booth*, *product video*, or *email header*.
- `Key Message` – The core thing you want the audience to think, feel, or do after seeing the asset.
- (Optional) `Target Audience` – Who the asset is for. Include persona, seniority, segment, or region if known.
- (Optional) `Output Focus` – The level of brief you need:
  - *Full Brief* produces all seven sections: project foundation, strategy, target audience, messaging and copy, visual requirements, execution and governance, and creative context.
  - *Design Handoff* produces the project foundation, messaging and copy, and visual requirements with the visual component hierarchy only.
- (Optional) `Deadline` – Hard delivery deadline or target launch date.
- (Optional) `Reference Material` – Paste a URL to an existing campaign or brand page, or upload a past brief, inspiration asset, or brand guidelines. The agent browses URLs and analyzes uploads to inform tone, style, dimensions, and content.

The agent delivers the creative brief as a [canvas](docId:1_VDSKJ_RG0FEQe0MCTv1) you can edit and hand off to your creative team.

To use the **Creative Brief Generation** agent in a [workflow agent](docId:2HD0fUsIsfdek516VtN9l), drag and drop it into your workflow. See the [Configure workflow section in the Create a workflow agent documentation](docId\:KWaI2TBwD38sN7p74exoy).

## Details

The following are the default details of the **Creative Brief Generation** agent. After you [install the agent in your Mark instance](docId\:SvSXIgc2wbZ4v7D4j4AqU), customize these details for your organization's needs. See [Manage agents](docId\:SSeNiblVMXwVvDR_lhtvI) for instructions.

### Input variables

The **Creative Brief Generation** agent takes the following input:

- `Campaign Description`
- `Asset Type`
- `Key Message`
- (Optional) `Target Audience`
- (Optional) `Output Focus`
- (Optional) `Deadline`
- (Optional) `Reference Material`

### Tools

The **Creative Brief Generation** agent uses the following tools internally to process your request:

- `analyze_image_content`
- `browse_web_html`
- `search_web`
- `create_canvas`

### Additional details

The agent uses the following default configuration:

- **Inference level** – Pro. Provides maximum reasoning depth.
- **Files** – None.
- **Output** – Text.

:::hint{type="info"}
**Note**

If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See [Turn generative AI off across Optimizely applications](docId\:X5U0kKD2azV5cIdNqwGNj).
:::