AI Briefs that Transform FMCG Brands
In the FMCG world, you have roughly two seconds to win. Whether it is a thumb-stop on a feed or a glance at a crowded shelf, your brand either connects or it vanishes. Today, AI is our fastest engine for growth, but without a veteran at the wheel, it is just a shortcut to mediocrity. If you give a machine a vague instruction, you get "category mush" that shoppers ignore.
To create work that moves units and builds real brand equity, we have to move beyond simple questions. We need to brief AI like seasoned strategists.
Give the Machine a Role
AI starts as a blank slate. To get results that resonate with the UK market, we must give it a specific identity.
The Wrong Way: "Write a product description for a new snack bar."
The Strategist’s Way: "Act as a senior FMCG brand manager. Write a punchy description for our high-protein, plant-based snack bar. Use a tone that is energetic, honest, and premium."
By setting the stage, we ensure the output matches the brand’s personality from the very first word.
Provide Real-World Context
FMCG success depends on knowing the competition. AI cannot see the physical supermarket shelf or the digital marketplace, so we have to describe the battlefield. We tell the AI what makes the brand better. Is the packaging plastic-free? Is the ingredient list shorter than the rivals'? Is it a British-made heritage product?
When the AI understands the "why" behind the product, the copy becomes far more persuasive and category-specific.
Use a Simple Briefing Structure
We keep instructions clear and direct. We use a simple checklist to keep AI on track and avoid generic fluff:
| Requirements | What we tell the AI |
|---|---|
| Identity | A disruptive UK challenger brand in the food and drink space. |
| Goal | Increase "add to cart" rates for our latest product launch. |
| Keywords | Ethical sourcing, carbon-neutral, and premium quality. |
| Style | Direct language. Active verbs. No corporate jargon. |
Focus on the Human Element
AI is excellent at handling data and speed, but it lacks the soul required to make a real connection with people. We use AI to build the foundation and then we apply our intuition to add the finishing touch.
The most successful FMCG brands remain to be those that are authentic. They offer solutions that make life easier while respecting the consumer’s values. When we brief AI with precision, we spend less time editing and more time growing the brand.
Ready to sharpen your brand's edge?
At Eyes Wide Open, we combine twenty years of FMCG strategy with cutting-edge AI workflows to help your brand scale at pace. Don't settle for "average" AI outputs.
If you want to discuss how AI can be used for your business in more detail get in touch for a free discovery session.