Irish startup Deece has launched an AI-powered platform designed to help marketing teams produce clearer, more strategically focused advertising briefs for agencies, addressing what the company estimates is a €370 billion annual cost to global marketing budgets attributed to poor briefing quality.

The launch, reported by CMO Tech, centres on a tool called Brief Builder, which draws on analysis of hundreds of effective campaigns from the past 25 years alongside marketing-specific research and trend data.

Research cited by Deece found that 78% of marketers believe the briefs they provide agencies offer clear strategic direction, while only 5% of agencies agree. The same research estimated that poor briefs and misdirected work account for 33% of marketing budgets worldwide, a gap the platform is explicitly designed to close.

Richie Taaffe, co-founder of Deece, said: "Nothing wastes a marketing budget faster than a bad brief. And yet it remains one of the most underaddressed issues in our industry."

Taaffe added: "The truth is we didn't set out to build an AI platform. We simply wanted to solve some of the real problems we've experienced time and time again over the years. AI just happened to be the best way to bring our solution to life."

The platform allows marketers to insert relevant case studies directly into briefs, giving agencies examples of work tied to proven outcomes. Deece described the software as a support tool for marketing teams rather than a replacement for staff or agency relationships, with human judgement remaining central to the product.

Several large brands are already using the platform in pilot projects in Ireland and the UAE, with the company in discussions with brands in the UK and Australia. Deece received backing from Enterprise Ireland and was developed with input from marketers and agencies across domestic and overseas markets.

Taaffe's background spans senior agency roles in Ireland and Australia, including positions at DDB Melbourne, TBWA Sydney and Clemenger BBDO Melbourne, as well as senior marketing leadership at Three Ireland.

Find out more about Deece's AI briefing platform and its commercial expansion plans in the full article.