A brief is where research becomes an instruction someone can execute. Ask the agent to generate one (from a competitor ad, a saved board, or a one-line idea) and you get a structured document: summary with citations to the evidence, target audience, key message, three hooks, a call to action, a format recommendation and image prompts.
Working with a brief
Every field is editable inline and saves as you type.
A live ad preview shows what the recommended format looks like as you edit.
The CTA is constrained to Meta's allowed options, so what you brief is what you can actually launch.
Then do one of three things
Generate creatives straight from the brief, on-brand via the client's brand kit, with auto-resize to placements.
Upload your own creatives against it, if your designer executes it.
Export to .docx and hand it to an external team.
Ask for a brief in chat ("turn this ad into a brief for us"), or generate them in batch when you are planning a wave of creative. For bigger planning, ask the agent for a campaign launch plan: a phased Discover, Create, Test and Scale plan with KPIs per phase.