When AI Designs Arrive Before the Brief Does

PLouise Launch with Boots - Backlash 2026

More and more clients are turning up to briefing meetings with an AI-generated concept already in hand, expecting their agency to simply build it. But the central issue isn't the artwork itself; it's that the idea arrives before the brief is properly explored. It's a shift Katie Peake, co-founder of London experiential agency Backlash, explored recently in Creative Bloq.

The problem isn't that these visuals look bad. Often they're striking, polished and instantly appealing. The issue is that they skip the process entirely: no interrogation of the brief, no understanding of audience behaviour, no thought given to budget, timelines or whether the idea is even physically buildable. A stunning render means nothing if it breaches safety regulations or costs ten times more than the client can afford.

Blank Street, Post Room - Backlash 2025

This is why the role of a brand experience agency goes beyond producing beautiful imagery. Concept development, audience insight, and commercial reality testing are what turn an idea into something that works in the real world.

We believe AI can be a useful tool, but it's no substitute for creative thinking and strategic thinking, together with the experience of building activations that people remember. As an established Experiential Agency UK brands turn to for this kind of thinking, we'd rather start every project with a genuine question than a ready-made answer.

Read the full article here.