An industry is being built on prompts. Isn’t that just a good brief?

A piece of work is only as good as the brief.

A truism nearly as beloved as:
"You can’t polish a turd… but you can roll it in glitter."

And if any industry knows how to write a great brief, it's advertising.

So why aren’t agencies leading the charge on prompt engineering?

Here’s what passes for a great AI prompt today:
“I run email marketing for a [type] of brand that sells [product], and I want to plan 5 evergreen, non-promotional campaign ideas that build brand affinity and engage our audience long-term. Our tone of voice is [e.g., friendly, educational, and slightly cheeky], and our customers are [describe audience]. Think outside the box—give me ideas that educate, entertain, or inspire our audience, with example subject lines, email content themes, and suggestions for UGC or community involvement."

Sounds a lot like… a creative brief.

Compare it to the bones of a solid one:

- Title and description
- Defined problem/opportunity
- Commercial + behavioural + attitudinal objectives
- Target audience
- Budget
- Key messages and proof points
- Tone of voice
- Deliverables
- Success criteria
- Timeline and media
- A “starter for 10”

The reframed argument:
AI delivers unlimited versions and endless creativity.
But the quality still comes down to the input.

So, if you know how to brief, you know how to prompt.

For an industry with a legacy of shaping ideas through structure, maybe it’s time we reclaimed the frontier.

Prompting is the new creative brief. And shouldn’t AdLand own that?