Prompts are only as good as their context. Discover why context engineering is the next evolution for consistent, on-brand AI outputs.
For the past 18 months, everyone has been obsessed with prompt engineering. Learn the perfect prompt. Copy the best templates. Master the art of talking to AI.
But here’s what we’ve discovered working with marketing teams across mid-market brands and agencies: prompts are only as good as the context behind them.
I still remember a phrase from my first computer science class: GIGO (Garbage In, Garbage Out). If you feed a system light or no contextual content, don’t expect any system, AI or otherwise, to give you the right output.
This is the fundamental problem with the prompt engineering obsession. You can craft the most elegant prompt in the world, but if your AI doesn’t understand your brand voice, your audience, your guardrails, or your strategic goals, you’ll get generic output that requires endless refinement.
And that’s assuming you’re working alone. Now multiply that across a team of 5, 10, or 20 people, each briefing AI tools separately, each losing context when they switch between ChatGPT, Midjourney, Canva, and a dozen other platforms.
Most AI platforms are responding to this problem by offering longer context windows. “Now you can paste 200,000 tokens of context!” they announce proudly.
But that’s not context engineering. That’s just a bigger copy-paste box.
The real challenge isn’t how much context you can cram into a single conversation. It’s about structured, persistent, reusable context that your entire team can inherit without recreating it every time.
Think about how teams typically build context today:
Even worse, this approach creates what we call “context rot.” Half-formed ideas, incorrect assumptions, and experimental directions get baked into the conversation history, polluting future outputs. Your AI starts building on shaky foundations.
Context engineering is the discipline of defining, codifying, and orchestrating your brand’s DNA as a single source of truth that persists across every AI interaction.
At Euryka, we’ve built this through our Brand Hub system. Here’s how it works:
Step 1: The Context Engineering Workshop
We run a structured 60-minute session (sometimes more for complex brands) where we help you distil:
Step 2: Codification
We transform these insights into a structured context instruction set. This isn’t just a style guide upload. It’s a machine-readable foundation that AI can consistently apply.
Step 3: Orchestration
Once your Brand Hub is configured, that context automatically flows through every AI interaction, whether you’re working in Threads, using Sparks, or even using our Chrome extension on other websites.
For Individual Contributors:
No more re-explaining your brand every time you open a new tool. Your context travels with you.
For Teams:
Everyone inherits the same brand foundation. No more inconsistent outputs because someone didn’t brief the AI correctly.
For Brand Guardians:
One place to define, update, and govern brand context. When you refine your voice or update messaging, it flows through automatically.
For Quality:
Structured context dramatically reduces hallucinations and off-brand outputs. The AI isn’t guessing—it’s working from your defined foundation.
The real power of context engineering emerges over time. When your team creates campaigns, templates, and assets on top of a clear, consistent foundation, you’re building what we call Creative Capital. Reusable, on-brand work that compounds in value.
Compare this to the traditional approach: scattered prompts across different tools, lost context, recreated wheels, and outputs that drift from your brand with each iteration.
Context engineering isn’t just faster. It’s strategically smarter.
If you’re tired of briefing AI tools from scratch every time, or watching your team’s outputs drift off-brand, it might be time to think about context engineering.
We run Context Engineering Workshops for brands and agencies looking to establish a solid foundation for AI-powered creativity. In 60 minutes, we’ll help you codify your brand context in a way that makes every AI interaction more effective.
Book a Context Engineering Workshop and let’s build your Creative Capital on solid ground.
