# Beyond Brainstorming: Structured Ideation
Open a new AI chat, type "give me ideas for a marketing campaign," and you'll get a list that could have come from any marketing blog published in the last five years. Social media contests, influencer partnerships, email campaigns, referral programs. Safe. Generic. Things anyone would think of.
The problem isn't that AI lacks creativity — it's that "give me ideas" is an unconstrained prompt that defaults to the most statistically common answers. AI is great at generating ideas, but only when you give it a framework to explore.
SCAMPER Framework
SCAMPER is a structured ideation technique where each letter prompts a different type of creative thinking:
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What you'll learn:
- Understand why unstructured 'give me ideas' prompts produce mediocre output
- Apply SCAMPER and First Principles frameworks to generate novel ideas with AI
- Use structured prompts that force AI to explore different creative dimensions