Authentic voice, now for every decision.

Most business decisions get made without ever asking the customer.

That sounds like an exaggeration until you start counting. The renewal on Friday's calendar. Did anyone interview the customers up for renewal first? The feature your team shipped Monday. Did anyone talk to the first users before sales started pitching it? The three target accounts that went to a competitor last quarter. Did anyone ever ask them why?

Most teams want to. The decisions stack up faster than the customer voice that should inform them, and the existing tooling almost fits, but not quite. Advocacy programs work great for advocacy. Generic AI interviews work great for general discovery. Win/loss tools work great for the deals that closed. The renewal at risk, the launch interview, the win/loss research on prospects you didn't close? Those keep getting put off, because no version of the existing tooling fits the decision in front of them.

We just shipped Custom Briefs. It closes that gap.

Authentic voice drives every decision. That's what Deeto's built around. Until today, that worked for some decisions. After today, you can build an AI Interview for any of them. Book a demo to see it in action.

What didn't change

Pre-built question sets, generic AI interviews, and win/loss interviews aren't going anywhere. They're great at the jobs they're built for, and Deeto customers will keep using all three. Custom Briefs is the addition: AI Interviews tailored to the specific decision you're trying to make, with whatever audience that decision involves.

Two paths to a brief

The split is clean. You stay in control of the brief. The Brief Agent does the contextual work that surveys can't.

Path 1 is what most teams reach for first. Open the AI Assistant. Type something like "help me build a brief for renewal interviews on at-risk accounts." The Brief Agent runs a focused three- to five-question conversation back, pulling in your existing briefs and Company Researcher data so you're not starting from scratch. You answer a handful of questions about goal, audience, and tone. You get a brief.

Path 2 is for when you already know exactly what to ask. Specify the must-include questions yourself, and the Brief Agent works strictly inside that script. The live interview adapts follow-ups in real time to what each respondent says, but it never asks anything you didn't put on the list.

Most teams that try Custom Briefs start with Path 1 and graduate to Path 2 once they have a brief that works and want to lock it in for repeat runs.

What this is built for

A few of the decisions Custom Briefs was built to support:

• Renewal research. Interview customers entering renewal cycle to surface friction CSM 1:1s won't catch.
• Post-launch product feedback. Interview the first cohort of users on a new feature, with adaptive follow-ups based on what they actually tried.
• Churn risk. Talk to disengaged accounts before they churn, with an interview tailored to the signals you're worried about.
• Post-event recaps. Three days after an event, ask attendees what landed and what didn't.
• Win/loss on prospects. Same Brief Agent flow as customer interviews. Audience picker covers prospects, not just closed deals.
• Segment validation. Run structured interviews on a target segment you haven't sold into yet.
• Advocacy and reference fit. The original use case Deeto was built around, now faster.
• Quarterly voice-of-customer. The research most teams keep deferring because of setup time.
• Different decisions. Same Brief Agent.

A few other things that shipped today

The flow change is the headline. A few specific limits go away too.

Audience picker covers customers, prospects, or both. Until today, only Loss Campaigns could target prospects.

The audience and the email are visible on one screen. The old multi-step audience config is gone.

Briefs are shared across your team's library. If a teammate already built the brief you need, start from theirs and tweak.

The Brief Agent and the rest of the platform

Custom Briefs is the fourth release on Deeto's agentic platform, after AI Interviews, the AI Assistant, and Potential References. Each one made the next one easier to ship.

Here's what a working agent looks like, in Deeto's view. It runs a focused conversation. Three to five questions, not twenty. It checks context. Your existing briefs, your Company Researcher data, so it doesn't duplicate or ignore what's already in your account. And it outputs something usable: a brief, an audience, an email, all reviewable on one screen.

The Brief Agent does all three. It's built on LangChain Agent Builder. It lives inside the AI Assistant with a distinct visual identity, so you always know which agent is responding.

The architecture matters too. Deeto's product is organized around five modules: Listen, Learn, Activate, Analyze, Orchestrate. Custom Briefs lives in Listen. That's where you capture the voice in the first place. But every brief you run feeds the rest. The Briefs library is part of Learn. The campaigns are Activate. The analytics are Analyze. The agentic flow underneath is Orchestrate. Custom Briefs is the moment the system starts.

And MCP

Customer voice that only lives inside Deeto isn't enough. It needs to flow into every tool your team uses to make decisions.

That's what MCP is for. The voice you generate through Custom Briefs is queryable through Deeto's MCP server. Run a brief on renewing customers this week. Tomorrow, your AE prepping the renewal call queries those insights from Claude or their custom agent through MCP. Same data, different surface.

Briefs make the signal. MCP carries it where decisions get made.

What's next

A top-level orchestrator agent that routes you to the right specialist agent without you needing to know which module to open. That's the next step.

Custom Briefs is live in your account today. Open the AI Assistant and ask it to help you build a brief.

See it live: Book a demo

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