Writing a Clear Google AI Brief for Multilingual Campaigns

By AI Marketing Entrepreneurship · Published September 29, 2026

Prepared with AI assistance using linked primary sources. Product information reviewed September 29, 2026.

A useful Google AI Brief explains the business, the customer, and the message the campaign should communicate. It should give enough context for a reviewer to recognise an appropriate result and identify where an output needs correction.

Google's 23 September announcement expands the closed beta of AI Brief to Dutch, French, German, Italian, Japanese, Portuguese, and Spanish. AI Brief lets advertisers guide AI Max in natural language. Google also announced a unified view connecting search terms, creative assets, and landing pages, with further availability details expected later in the year.

Describe the customer situation

Start with the problem the customer is trying to solve. An audience label such as “busy professionals” gives little direction on what the advertisement should communicate.

A more useful description might explain that a business sells compact desks to people furnishing small home offices. It could identify the questions buyers ask about dimensions, delivery, and assembly.

Use evidence from your own customers where available. If you are working with a hypothesis about an audience, label it as a hypothesis in your planning notes and decide how you will test it.

Give the brief a practical structure

Our suggested briefing structure has five parts. It is an editorial template, rather than an official list of required AI Brief fields.

1. Describe the business and the product or service being promoted.
2. Explain the customer situation and the offer's relevant benefit.
3. Identify the evidence that supports the main claims.
4. Specify the tone, preferred terminology, and messages to avoid.
5. Name the intended landing page and the action it supports.

A good brief also identifies when the information was checked. Dates matter when product ranges, promotions, or delivery arrangements change.

Avoid packing unrelated goals into one paragraph. If one campaign promotes a consultation and another sells a product directly, make the distinction clear.

Localise the meaning as well as the language

A Dutch brief should reflect the service area, terminology, and expectations relevant to Dutch customers. Translating words from another market does not automatically adapt the offer.

Ask someone familiar with the audience to review the message and the landing page together. Check whether the advertised promise still makes sense after localisation and whether every factual detail remains accurate.

For an illustrative furniture retailer, a locally relevant brief could emphasise actual dimensions and the delivery area. It should not add a same-day delivery claim simply because that phrase sounds persuasive.

Keep campaign controls explicit

Treat natural-language guidance as one part of campaign management. Do not assume that writing a budget limit, exclusion, or prohibited claim inside a brief enforces a technical restriction.

Configure available account and campaign controls through their appropriate settings. Then inspect the resulting ads and destinations. Google's announcement describes additional guidance, but it does not promise that every instruction functions as a hard rule.

A reviewer should be able to connect each important marketing claim to a current product record or approved source. That review remains useful regardless of how the creative was produced.

Test whether the brief improves relevance

Save the original brief and change one meaningful part when you revise it. Record why you changed it and what difference you expect to observe.

Use the reporting currently available to your account to review query relevance, messaging, destinations, and business outcomes. The announced unified reporting view may add useful context later; do not make your present review dependent on an unconfirmed release date.

A strong test question is whether the revised brief helps the campaign communicate a more specific, supported offer. That is easier to assess than asking whether the copy simply sounds more polished.

Frequently asked questions

Is AI Brief generally available in the new languages

Google describes the language expansion as part of a closed beta. Confirm access for your account.

Does a brief replace campaign settings

No. Keep enforceable budgets, targeting decisions, and other supported controls in the relevant settings, then review the outputs.

Is the new unified report already available to everyone

The announcement says additional details and availability will follow later in the year. Use existing reporting while you wait for confirmed access.

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