---
title: "Configure Content Hub for AI-assisted content generation"
slug: "configure-content-hub-for-ai-assisted-content-generation"
abstract: "How to enable or disable Sitecore AI and define a brand voice for Content Hub's AI features."
---
# Configure Content Hub for AI-assisted content generation

> [!important]
> AI capabilities in Content Hub need to be enabled and, if necessary, configured by a *superuser* or a user with the necessary permissions granted to them through [user group policies](https://doc.sitecore.com/ch/en/users/content-hub/user-group-policies.html "User group policies"). Most AI capabilities require Sitecore Stream.

Having content that is consistent with your brand creates better experiences for your users. To ensure consistency, you can configure Content Hub to align with your brand voice. This enables a content creator or marketer to use the generative AI to create or refine text using the voice you specify for your brand.

## Define the brand voice

> [!note]
> If a brand kit is enabled, you cannot manually define a brand voice on the **AI features** page.

To define the brand voice that Content Hub adopts when generating content using AI, you can manually define it if brand kits are not enabled on the **AI features** page (**Manage** > **AI features** > **Brand settings**). Or, you can enable brand kits and [map a brand kit to a Content Hub entity](https://doc.sitecore.com/ch/en/users/content-hub/enable-the-brand-assistant.html#map-brand-kits-to-brands-in-content-hub "Map brand kits to brands in Content Hub"). If no brand kit is available and no brand voice is defined, AI-generated content uses a generic tone and voice.

## Turn AI-assisted content generation on or off

You can turn the [AI-assisted content generation](https://doc.sitecore.com/ch/en/users/content-hub/ai-assisted-content-generation.html "AI-assisted content generation") feature on or off. When this feature is enabled, the **Generate with AI** :mdiStarFourPoints: icon is displayed on the text editor [toolbar](https://doc.sitecore.com/ch/en/users/content-hub/using-the-text-editor.html "Using the text editor").

To turn AI-assisted content generation on or off:

1. On the menu bar, click **Manage** :mdiCogOutline:.
2. On the **Manage** page, click **AI features**.
3. On the **AI features** page, in the left pane, click **Content generation**, and turn the **Enable** switch on or off as needed.
4. Click **Save**.
5. Configure [field-level text generation](https://doc.sitecore.com/ch/en/users/content-hub/configure-field-level-text-generation.html).