Improving Creative Feedback with AI
Building a Chrome extension to help creative teams process feedback more effectively
Creative review at Indeed was overwhelming. A typical project generated 42+ comments from six different stakeholder groups—brand, marketing, legal, product, creative leadership—scattered across Google Slides and Frame.io. Teams spent hours manually consolidating feedback, prioritizing contradictory requests, and guessing at vague comments.
I built Finn, a Chrome extension that uses AI to organize feedback so creatives can focus on craft instead of administrative work.
The Challenge
Indeed Creative supports hundreds of projects annually—from national TV campaigns to internal communications reaching 12,000+ employees. Four core problems emerged:
- Decision fatigue: Processing 42+ comments from six stakeholder groups while mentally exhausted
- Lack of confidence to push back: Junior designers couldn't challenge senior stakeholders even when feedback would compromise brand guidelines
- Unclear feedback: Vague comments like "this feels off" caused multiple unnecessary revision cycles
- Contradicting feedback: Marketing wanted more copy, Brand wanted less, Legal needed compliance language, Creative wanted simplicity—no way to surface conflicts
Experiments with ChatGPT
I tested ChatGPT with real Indeed feedback from Frame.io, asking it to provide solutions, craft diplomatic pushback, judge sentiment, and assess clarity.
ChatGPT showed promise but wasn't practical. Copy-pasting 42 comments was too much friction, it lacked Indeed brand context, and we couldn't ensure consistent responses across teams. We needed a purpose-built tool.
Why Build a Custom Tool?
Five reasons to build instead of using ChatGPT directly:
- Consistent communication: Standardized responses to stakeholders across Healthcare, Tech & IT, and performance marketing campaigns
- Lower friction: Chrome extension works directly in Google Slides and Frame.io—no copy-pasting required
- Shape AI perception: Frame AI as assistant for tedious work, not replacement for creative judgment
- Gather insights: Analyze patterns across hundreds of campaigns to identify which stakeholder groups contradict most, which briefs confuse teams
- Build toward custom model: Foundation for training on Indeed's brand guidelines and compliance requirements
The Solution: Finn
Finn is a Chrome extension that works directly in Google Slides and Frame.io. It's trained on Indeed's brand guidelines and allows the user to:
- Upload project brief for context
- Auto-extract and categorize all comments
- Identify patterns and flag contradictions
- Generate structured action items by priority
How Finn Organizes Feedback
Finn categorizes all comments into four sections:
- What's Working: Positive feedback to preserve and build upon
- What's Not Working: Issues organized by theme, not individual comments
- Universal Feedback: Comments applying to overall project
- Contradicting Feedback: Explicit callout when reviewers disagree
Interactive Features
Hover over any feedback for three options:
- Clarify: Unpack vague comments like "this feels off"
- Pushback: Generate diplomatic, evidence-based responses
- Copy: Move text to clipboard
Quick Prompts and Custom Chat
Four quick reorganization options:
- Slide-by-Slide Analysis: Comments per slide with clickable links
- Organize by Commenter: Group by stakeholder
- Organize by Resource: Sort by content type (copy, design, video)
- Magic Question: AI-generated contextual question for reflection
Chat interface for custom queries: reorganize by complexity, priority, quick fixes vs. discussion items, etc.
AI That Augments, Not Replaces
Finn doesn't make creative decisions—it handles tedious organizational work so designers can focus on craft. When a designer receives 42 comments, Finn organizes them in 2 minutes, freeing mental energy for actual creative problem-solving.
By building our own tool, we ensured it serves Indeed's needs: understands brand guidelines, works in existing tools (Google Slides/Frame.io), frames AI as assistant not replacement.
The framework—reduce cognitive load, increase confidence, promote objectivity, gather insights—can guide AI adoption across Indeed Creative's entire production process.