Rethinking Creative Feedback with AI

Why we built a Chrome extension that streamlines feedback for creatives and stakeholders

Creative Technologist Indeed 2024 Liz MatejasicTim ChowCivilization

Creative review at Indeed was overwhelming. A typical project could have as many as six different stakeholder groups, from brand and marketing to legal, product, and senior leadership. Teams spent hours manually consolidating feedback, prioritizing contradictory requests, and guessing at vague comments.

That's why we built Finn, a Chrome extension that uses AI to organize feedback so creatives and program managerscan focus on craft and strategy instead of administrative work.

Finn Chrome extension shown in two states: the welcome screen prompting for a project brief, and the generated feedback summary panel
Finn's welcome screen and feedback summary panel, which organizes comments by discipline, sentiment, and stakeholder

Early experiments with ChatGPT

The first test was simple: could an LLM actually understand creative feedback? I fed ChatGPT real Indeed notes from a Frame.io video review. I asked it to propose solutions, craft diplomatic pushback, judge sentiment, and assess whether the feedback was clear enough to act on. It could.

Early 2024 ChatGPT experiment: feeding in a creative asset and feedback note, getting back three proposed solutions
Early experiments (January of 2024) with ChatGPT to understand how AI could assist with creative feedback

ChatGPT showed promise but wasn't practical. Copy-pasting every comment created too much friction. It lacked Indeed brand context. And there was no way to ensure consistent responses across teams. We needed a way to steer the model — to make it actually useful for creative feedback.

So we built Finn, an AI-powered 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
  • Extract and categorize all comments
  • Identify patterns and flag contradictions
  • Generate structured action items by priority or discipline
  • Chat with Finn for custom queries
Finn responding to a custom query: separating comments into copywriting and visual feedback
Chat with Finn to organize feedback however you need — here, splitting copywriting from visual feedback

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
Interactive hover state showing Clarify and Pushback options
Hovering over feedback reveals options to clarify intent or pushback strategically

Finn handles the tedious work so designers can focus on craft. Forty-two comments become an organized brief in two minutes. Mental energy goes toward creative problem-solving instead of inbox triage.

Building the tool in-house meant it could be built around Indeed's actual needs: brand guidelines baked in, native to the tools teams already use, and framed from the start as an assistant rather than a replacement.