How to create and manage brief types

Business admin
Gong Foundation
Company settings > Customize analysis > AI Briefer

Brief types are the templates that power the AI Briefer. As a company admin, you can create and customize brief types to define what Gong AI includes in them—whether for a specific account, call, or deal.

This article walks you through how to create, test, and publish brief types that reflect what matters most to your team.

Create a brief type

Go to Company settings > Customize analysis > AI Briefer.
Click + Brief type and choose whether the brief type is for accounts or calls.
Choose whether to:
- Start with a preset brief type and customize it, or
- Create from scratch.
Under Settings > Info, give the brief type a name and description.
Under Sections, add a section for each topic you want summarized. For each section:
1. Name the section
2. Choose whether you want to:
  - Ask a question that Gong AI will answer, or
  - Use a smart tracker to find relevant snippets
If you choose Ask Gong AI,
1. Enter the question you want answered.
2. In the details field, add details or examples to help Gong AI understand what to look for. See tips for writing great instructions.
Click Test AI to preview results from that section.
To preview the entire brief type, click Preview at the top of the page.
When you’re satisfied, click Save, then Publish to make the brief type available for your team.

Test sections and brief types

Test a section

After entering a question and instructions , click Test AI.
For account brief types, choose an account, deal, and period.
For call brief types, enter a call URL.
Click Test it.
To test on a different account, deal, period, or call, click Change.

Test a brief type

After you’ve set up the entire brief type, click Preview in the top-right corner.
For account brief types, choose an account, deal, and period.
For call brief types, enter a call URL
Click Test it.
If you’re satisfied with the results, click Publish. To test on a different account, deal, period, or call, click Change.

Tips for writing great instructions

Writing strong instructions takes practice. Test your instructions on calls and accounts you’re familiar with, until the AI Briefer produces results that you’re satisfied with.

Use natural language: Write the way you’d speak to a colleague.
Ask open-ended questions: Encourage descriptive answers.
Be specific: Ask clear questions about the conversation content.
Clarify terms: Define terms that are ambiguous or jargon.
Guide Yes/No answers: Use the instruction field to explain what details to include in the response.
Use variables: Add {company_name} and {customer_company_name} to tailor your briefs so they refer to your company and your customers.

Examples questions and details

Here are some instructions from our preset brief types.

Question	Details and more information
Did customer's team members directly communicate their company's pain points? If yes, what were they?	A valid pain point must be a specific business problem that our solution could address - an area where the customer is currently struggling and that our solution could help solve. Valid pain points examples: - Losing efficiency due to manual processes - Lacking visibility into important metrics - Having difficulty scaling their current processes Not valid pain points: - General technical requirements - Lack of formal processes - Budget constraints - Generic statements about wanting to improve Please only include pain points that were explicitly mentioned by the customer’s team AND that our solution could help solve.
Was any factual information explicitly mentioned in the conversation about who the customer is as a company and what they do as a business?	Include details such as: - Their industry - Market segments - Company size - Products/services Avoid including any details about their relationship with our company.
What is the customer’s current tech stack?	Include existing systems to be replaced, required integrations, APIs, third-party platforms, databases, and any technical dependencies that were discussed. Include details about data migration requirements and specific technical configurations that were mentioned.
What are the growth opportunities with this customer?	Focus on growth opportunities with our company’s products and services.
What is the implementation rollout strategy?	Include future implementation milestones, implementation timelines, onboarding phases, key deliverables, resource requirements, and training plans.
Which other solutions does the customer consider, and how do these solutions compare to the customer?	Focus on any known competitors without stating if none were mentioned.
Did the customer's team members directly communicate their company's business objectives and strategic goals?	Please focus ONLY on the customer’s broader organizational goals that were explicitly stated by their team members - not assumptions, our analysis, or their goals for using our product. Examples could include their stated growth targets, market expansion plans, product development roadmap, or other high-level business initiatives mentioned by the customer personnel during the conversation.
Who are the key players from the customer involved in the buying decision for our product? Why are they considered key players?
What is the customer's decision-making process for closing the deal with us?
What criteria does the customer consider when evaluating our solutions?
Are there positive indications that this deal will close? If so, what are they?	Deal positive closure indicators are explicit statements and actions that a prospect is genuinely moving toward a purchase decision. They typically include buying signals of engagement and progress such as: -The prospect openly discussing their challenges or goals (demonstrating genuine interest and need). - Sellers and buyers agreeing on mutual next steps or action items (showing forward momentum). - Active involvement of key stakeholders, i.e people who can make or influence the final decision. - Confirmation that technical or security requirements are satisfied, indicating fewer risks remain. - Expressions of trust or excitement about the solution, suggesting the buyer believes in its value.
Are there negative indications that this deal won't close? If so, what are they?	Negative closure indicators are explicit statements and actions that a prospect is not interested or is considering not proceeding with the purchase. They typically include negative buying signals of hesitation and lack of interest such as: -Budgetary challenges or insufficient funding to support the solution. -Explicit statements of disinterest in the product or frustration with the sales process. -Lack of participation or engagement from key decision-makers, i.e. people who can make or influence the final decision. -Hesitation or non-committal responses (e.g., missing follow-ups, no clear timeline). -Unresolved objections or concerns from the prospect side that remain unaddressed.

Question

Details and more information

Did customer's team members directly communicate their company's pain points? If yes, what were they?

A valid pain point must be a specific business problem that our solution could address - an area where the customer is currently struggling and that our solution could help solve.

Valid pain points examples:

- Losing efficiency due to manual processes

- Lacking visibility into important metrics

- Having difficulty scaling their current processes

Not valid pain points:

- General technical requirements

- Lack of formal processes

- Budget constraints

- Generic statements about wanting to improve

Please only include pain points that were explicitly mentioned by the customer’s team AND that our solution could help solve.

Was any factual information explicitly mentioned in the conversation about who the customer is as a company and what they do as a business?

Include details such as:

- Their industry

- Market segments

- Company size

- Products/services

Avoid including any details about their relationship with our company.

What is the customer’s current tech stack?

Include existing systems to be replaced, required integrations, APIs, third-party platforms, databases, and any technical dependencies that were discussed. Include details about data migration requirements and specific technical configurations that were mentioned.

What are the growth opportunities with this customer?

Focus on growth opportunities with our company’s products and services.

What is the implementation rollout strategy?

Include future implementation milestones, implementation timelines, onboarding phases, key deliverables, resource requirements, and training plans.

Which other solutions does the customer consider, and how do these solutions compare to the customer?

Focus on any known competitors without stating if none were mentioned.

Did the customer's team members directly communicate their company's business objectives and strategic goals?

Please focus ONLY on the customer’s broader organizational goals that were explicitly stated by their team members - not assumptions, our analysis, or their goals for using our product.

Examples could include their stated growth targets, market expansion plans, product development roadmap, or other high-level business initiatives mentioned by the customer personnel during the conversation.

Who are the key players from the customer involved in the buying decision for our product? Why are they considered key players?

What is the customer's decision-making process for closing the deal with us?

What criteria does the customer consider when evaluating our solutions?

Are there positive indications that this deal will close? If so, what are they?

Deal positive closure indicators are explicit statements and actions that a prospect is genuinely moving toward a purchase decision. They typically include buying signals of engagement and progress such as:

-The prospect openly discussing their challenges or goals (demonstrating genuine interest and need).

- Sellers and buyers agreeing on mutual next steps or action items (showing forward momentum).

- Active involvement of key stakeholders, i.e people who can make or influence the final decision.

- Confirmation that technical or security requirements are satisfied, indicating fewer risks remain.

- Expressions of trust or excitement about the solution, suggesting the buyer believes in its value.

Are there negative indications that this deal won't close? If so, what are they?

Negative closure indicators are explicit statements and actions that a prospect is not interested or is considering not proceeding with the purchase. They typically include negative buying signals of hesitation and lack of interest such as:

-Budgetary challenges or insufficient funding to support the solution.

-Explicit statements of disinterest in the product or frustration with the sales process.

-Lack of participation or engagement from key decision-makers, i.e. people who can make or influence the final decision.

-Hesitation or non-committal responses (e.g., missing follow-ups, no clear timeline).

-Unresolved objections or concerns from the prospect side that remain unaddressed.

*The features available to you depend on your company’s plan and your assigned seats.