Agency Unveils AI That Predicts Which Biscuit a Client Will Choose, Creative Strategy Adjusted Accordingly
Harbour & Field Communications has announced a breakthrough in practical artificial intelligence, a predictive system that models which biscuit a client will select during a meeting and adjusts the creative strategy in real time. The tool, called CrumbLogic, was trained on six years of meeting room footage, 14,000 untouched fruit platters, and a distressing amount of half eaten gingernuts.
According to the agency, biscuit choice is the single most reliable indicator of how a meeting will go. Clients who reach for the shortbread tend to ask for "one more option". People who take the chocolate digestive are statistically likely to introduce the phrase "could we just explore a different direction" at minute 41. Anyone selecting the oat biscuit is flagged by the system as "budget curious". The AI quietly updates the presentation order while the account director pretends to refill the water jug.
The company has released one internal prompt that staff say dramatically improves accuracy when preparing for meetings: "Based on a client who says they like bold work but previously approved three safe campaigns, predict their biscuit choice, likely feedback phrase, and the exact moment they will say they need to run this past procurement." Early trials suggest the system correctly predicts the appearance of procurement in 82 percent of cases.
Harbour & Field believes this is only the beginning. The next phase will model chair selection, pen clicking patterns, and the mysterious moment when someone says "this might be a silly thought" before suggesting the original idea again but with more blue. The agency insists the goal is not to replace human instinct. It simply wants creative teams to know, with scientific certainty, when the Tim Tams disappear the campaign is about to get very safe.
According to the agency, biscuit choice is the single most reliable indicator of how a meeting will go. Clients who reach for the shortbread tend to ask for "one more option". People who take the chocolate digestive are statistically likely to introduce the phrase "could we just explore a different direction" at minute 41. Anyone selecting the oat biscuit is flagged by the system as "budget curious". The AI quietly updates the presentation order while the account director pretends to refill the water jug.
The company has released one internal prompt that staff say dramatically improves accuracy when preparing for meetings: "Based on a client who says they like bold work but previously approved three safe campaigns, predict their biscuit choice, likely feedback phrase, and the exact moment they will say they need to run this past procurement." Early trials suggest the system correctly predicts the appearance of procurement in 82 percent of cases.
Harbour & Field believes this is only the beginning. The next phase will model chair selection, pen clicking patterns, and the mysterious moment when someone says "this might be a silly thought" before suggesting the original idea again but with more blue. The agency insists the goal is not to replace human instinct. It simply wants creative teams to know, with scientific certainty, when the Tim Tams disappear the campaign is about to get very safe.