Agency Unveils AI That Detects When a Client Is About to Say ‘Just a Thought’
Strategic consultancy North Current & Partners has announced the launch of PreFeel, an artificial intelligence tool that predicts when a client in a meeting is about to say the phrase “just a thought”. The system monitors subtle signals such as notebook tapping, chair readjustments, and the exact facial expression people make when they are about to suggest putting the logo bigger in the corner. Early trials suggest the model can detect the phrase up to 11 seconds before it happens, giving creative teams valuable time to emotionally prepare.
According to the agency, the model was trained on 14 years of recorded workshop transcripts, annotated by former account managers who now work in gardening or pottery. The AI learned to recognise key warning signs. These include the slow inhale, the polite lean forward, and the moment someone says they are “not the target audience, but”. During internal testing the system successfully predicted 92 percent of ideas that later required three additional rounds and a moodboard involving lemons.
The company says the tool is already reshaping meeting behaviour. When PreFeel detects an incoming suggestion, a small light on the table quietly turns amber. This gives the room time to adjust posture and practice neutral phrases such as “that’s interesting” or “let’s park that gently for now”. The agency has also released a public version of the training prompt used during development: "You are a calm strategist in a meeting. Predict the next sentence from a client who has just said they like the work but wonders if it could feel more ‘alive’. Respond with three polite reactions and one internal scream."
Industry analysts believe predictive interpersonal AI will soon become standard across agencies. Several holding groups are reportedly building models that forecast when someone will ask if the idea can be made ‘more social’, despite the idea already being social. North Current & Partners says the long term vision is a fully anticipatory meeting room. By 2028, the room itself will sigh before anyone else has to.
According to the agency, the model was trained on 14 years of recorded workshop transcripts, annotated by former account managers who now work in gardening or pottery. The AI learned to recognise key warning signs. These include the slow inhale, the polite lean forward, and the moment someone says they are “not the target audience, but”. During internal testing the system successfully predicted 92 percent of ideas that later required three additional rounds and a moodboard involving lemons.
The company says the tool is already reshaping meeting behaviour. When PreFeel detects an incoming suggestion, a small light on the table quietly turns amber. This gives the room time to adjust posture and practice neutral phrases such as “that’s interesting” or “let’s park that gently for now”. The agency has also released a public version of the training prompt used during development: "You are a calm strategist in a meeting. Predict the next sentence from a client who has just said they like the work but wonders if it could feel more ‘alive’. Respond with three polite reactions and one internal scream."
Industry analysts believe predictive interpersonal AI will soon become standard across agencies. Several holding groups are reportedly building models that forecast when someone will ask if the idea can be made ‘more social’, despite the idea already being social. North Current & Partners says the long term vision is a fully anticipatory meeting room. By 2028, the room itself will sigh before anyone else has to.