Think of the brief as the thing a good agency writes in week one and then never has to explain again. It is the reason you are not re-describing your business in every prompt.
What is in it
The brief covers product essence, competitive advantages, audience and core messaging, plus the visual side: the logo Aiter found and the brand colours pulled out of your site.
Above the brief sits a panel showing every source that went into it. Tap it and you see each URL, file and video that was read, along with anything that could not be read (already refunded). This is the fastest way to answer "why does it think that", because usually the answer is "because that is what your About page says".
How to tell your brief is wrong
Bad briefs rarely announce themselves. They show up two days later as copy that is technically about your product and emotionally about nothing. Four checks catch most of it:
Does it describe what you sell today? Sites lag behind products. If your homepage still leads with the thing you deprecated in spring, so does your brief.
Is the buyer right? This is the most common miss. A site written to impress investors produces a brief aimed at investors, and then your ads talk to people who will never buy anything.
Would you say these advantages out loud? If the competitive advantages read like "high quality" and "great support", the brief did not find a differentiator, because your site does not state one clearly enough. That is a website problem wearing a brief costume, and it is worth knowing.
Does the tone match? A brief that describes your voice as "professional and authoritative" when you are actually quite funny will flatten every headline you generate for the next month.
Fixing it
You have three routes, in increasing order of cost.
Regenerate one section. 1 credit, replaces just that section. This is what you want ninety percent of the time. The audience section is wrong, the rest is fine, so fix the audience section.
Regenerate the whole brief. 1 credit, replaces everything including the visuals, which get re-fetched. Worth it when the source URL was simply the wrong page and you want a clean read of a better one.
Add better sources and start again. If the site genuinely does not explain the product, no amount of regenerating will fix that. Start a new campaign with a deck, a PDF, a good blog post or a recorded demo attached, and the brief gets a real education.
The visuals attached to it
Two things live alongside the brief and quietly affect every image you generate.
Brand colours are pulled from your logo and site visuals. Click a swatch to copy the hex. Occasionally a site defeats the reader, usually because images are served from a domain that blocks cross-origin reads, and you get a note saying so.
Reference images are the pictures Aiter uses when it makes banners and visuals. You can add your own: real product photography, a proper logo file, packaging shots. If you set one image as the lead, future banners and visuals are built around it. This is the single cheapest way to make generated creative look like it came from your brand rather than from a stock library.
Why the order matters
Everything downstream reads the brief at the moment it generates. A headline you generated on Monday does not update when you fix the brief on Tuesday.
So: fix first, generate second. If you have already produced a pile of assets against a broken brief, fix the brief and regenerate the handful you actually intend to use rather than all of them.
Frequently asked questions
Can I write the brief myself instead?
You can start a campaign with manual input, describing the product in your own words, and Aiter builds the brief from that. You can also regenerate individual sections until they say what you want. There is no free-text override of the whole brief.
Does research update the brief?
Research reports do not rewrite the brief, but their findings feed into every generation you run afterwards, alongside it. Run competitor analysis once and your ads, articles and social posts all start writing with that context.
My site is behind a password. What now?
Use manual input and attach whatever public material exists: a deck, a one-pager, a demo video. The brief is only ever as good as what it was allowed to read.