In this article
What is the AI Compare Tool
How to Access it
How the AI Summary Works
How to Use the AI Assistant
Why This Saves You Time
What is the AI Compare Tool
The AI Compare Tool is now live for advertisers in Australia and the UK.
Built directly into Brief Manager, it automatically analyses and summarises each partner's response against your brief - surfacing key strengths, gaps, and considerations for every submission. So by the time you dive in, the hard work is already done.
The analysis updates automatically when a partner revises their response, so you are always working from the most current version.
How to Access It
Navigate to Brief Manager and open your brief
Click the Response tab
Click Show AI Analysis in the top right of the screen
The AI Analysis panel will appear on the right-hand side of your responses list. Click Hide AI Analysis to collapse it at any time.
Get an Instant Read on Every Response
When you open a brief with multiple partner responses, the AI Compare Tool gives you an instant snapshot across all submissions.
Here's what you'll see:
Summary
A top-line summary of each partner's response - for example, flagging that a response has strong thematic fit but leans adventure-heavy over the brief's core occasion
Tier & Options
A tier breakdown showing exactly what changes between budget levels - for example, a lower tier might remove video depth while keeping the core creative idea intact
Fit to Brief
A traffic light score with a confidence rating and rationale explaining why each response has been ranked strong, medium, or weak
Audience Fit
How well each partner's audience matches your target
Investment breakdown
What each budget level actually buys you and how the value stacks up
This gives you a fast, clear read on how each response stacks up - without having to read every proposal line by line.
Ask It Anything
Alongside the summary, you'll find the AI Assistant - a conversational tool that lets you dig deeper into the responses.
You can ask it things like:
Why were all responses scored strongly?
Which response is the strongest overall?
What feedback could I give to an unsuccessful partner?
How many videos are included in each response?
What is the key difference between Tier 1 and Tier 2?
The AI Assistant will return detailed, brief-aligned answers and can even draft the exact wording to send to a partner via the Notice Board - saving you the time of writing rejection or feedback notes from scratch.
Get Back to the Strategic Stuff
AI Analysis is designed to complement your review process, not replace it. Here is how to get the most out of it:
Start with the Summary tab for each partner to get an instant read on the overall quality of each response
Use the Fit to Brief and Audience Fit tabs to quickly identify which partners have genuinely engaged with your brief requirements
Use Compare Response Decks alongside AI Analysis - the visual comparison gives you the creative context, while AI Analysis gives you the structured summary
Use the analysis to build your shortlist faster, then invest your time in a deeper review of the responses that genuinely stand out
Check the updated timestamp at the bottom of the panel to confirm the analysis reflects the most recent version of each response
AI Analysis is currently in Beta. The analysis is intended as a guide to support your decision-making - always review responses directly before making a final partner selection.
To learn more, watch our Intro To the AI Compare Tool Video
Need More Help?
Contact Collab Support via the chatbot button located in the lower-right corner of your screen.