First Concepts, the taste-aware AI workspace for creative teams, has opened publicly today after a year building alongside creatives at Mother, Pablo, 72andSunny, nice&frank, Havas, Stink, VCCP and more than 40 other agencies.

Everyone now has access to the same AI models, and generation has become a commodity. The question for the industry is what happens to creative advantage. First Concepts’ answer is taste, context and judgment. The workspace holds a team’s brief, research, references, territories, scripts, boards and frames in one place, keeping the creative direction intact from brief to pitch. The company calls it the space before the deck. Taste is not a setting, it is a pattern of a thousand decisions, and every time work moves between tools, part of that thinking is lost. At the centre is the creative co-director agent, a partner that goes deeper on a team’s ideas rather than handing them straight back.

“AI has made making things easy. Knowing what is worth making is still the important part. We built First Concepts with working creatives so their judgment survives the process, from the first read of the brief to the finished concept,” stated Conor Hoey, founder & CEO, First Concepts.

“The output actually reflects your references and taste. You’re not constantly pulling it back to where it should be,” added Felix Richter, global chief creative officer, Mother, and adviser to First Concepts.

“Together with Marin Godechot, our CTO and co-founder, and Ivan Khoridonov, our product design lead, we’re thinking of how to rebuild creative work and mind as a system – its memory, context, references, judgment,” stated Polina Sali, co-founder & CPO, First Concepts.

The launch is being celebrated at Creative Sprint 3 at Mother London, where 40 up-and-coming creatives will take on the same brief, set by Granola, from blank page to pitched concept in 90 minutes, judged by Tom Bender (ECD, Mother), Tom Roach (VP Brand Strategy, Jellyfish) and Laura Jordan Bambach (Founder and CCO, Uncharted, former D&AD President). The judging rewards the idea and the judgment behind it, not the technology.

First Concepts is now open to everyone at firstconcepts.co.