Using the Brand Assistant

Note

Brand Assistant is only available with Stream Premium. To learn more or discuss your options, contact your Account Manager.

After creating a brand kit, you can start using the Brand Assistant in Sitecore Stream to generate and manage content aligned with your brand. This brand copilot supports marketers across the entire content lifecycle using natural language prompts and always within the context of your selected brand kit.

Whether you’re creating content, launching campaigns, or reviewing guidelines, the Brand Assistant helps you access brand information quickly, regardless of your role.

You can use the Brand Assistant to:

  • Get quick answers - ask about your brand, target audience, guidelines, and more.

  • Retrieve brand guidelines - access core brand elements like colors, fonts, and grammar rules to ensure consistency.

  • Generate on-brand content - create content that reflects your brand's tone and style across different channels.

  • Conduct research - explore marketing strategies, trends, competitors, and customer insights.

  • Ideate on content - collaborate with AI to develop campaigns ideas and creative concepts.

  • Draft campaign briefs - create a first draft of your campaign brief, including goals, target audiences, and key messages.

  • Generate long-form content - use brainstorming to generate longer, in-depth content such as blog posts and articles.

The Brand Assistant process

To generate relevant and brand-aligned responses, the Brand Assistant follows an agentic AI process. This approach relies on specialized AI agents, each designed to autonomously perform a specific task using built-in tools.

The following sections describe how the Brand Assistant generates responses for brand-aware chats, campaign brief requests, and when using the brainstorming feature.

Generating a response for brand-aware chats and brief requests

After you submit a prompt for brand-aware chats or campaign brief requests, the Brand Assistant begins its thinking process to determine whether it can respond directly or if it needs to activate additional AI agents. This process helps generate the most accurate and useful response and also reveals to users how that response was constructed, offering transparency into the data sources and logic used.

Brand Assistant follows an agentic AI process to generate the most relevant response.

Here's how it works:

  1. The user enters a prompt - the user enters a prompt in Brand Assistant - such as a question or an instruction.

  2. The system passes information from the Brand Context - the system automatically provides information from the Brand Context brand kit section as a system prompt.

  3. Copilot analyzes if it can answer from Brand Context - the thinking process begins. The Brand Assistant evaluates whether the information passed from the Brand Context alone is enough to answer the prompt.

  4. Based on the analysis, the process continues in one of two ways:

    • Generate a direct response - if the Brand Context provides sufficient information, the Brand Assistant generates a direct response using only that content.

    • Invoke other AI agents - if the Brand Context doesn't answer the prompt and more information is needed, the Brand Assistant automatically activates one or more AI agents to search and organize the information and generate a response:

      • Search agent - uses tools to find information from your brand knowledge, web searches, or both.

      • Brief agent - activated only when the user specifically requests a campaign or creative brief.

      • Summary agent - condenses all retrieved information into a concise, relevant response.

Generating a response for brainstorming requests

When you enable the brainstorming feature and submit a prompt, the Brand Assistant begins its thinking process and relies on a series of AI agents, each responsible for completing specific tasks. Unlike the process for brand-aware chats and brief requests, in brainstorming, the AI agents work in a defined sequence using a chain-of-thought workflow to explain their reasoning and generate a relevant, comprehensive response. This step-by-step thinking approach allows the AI to divide complex tasks into smaller, more manageable steps.

Brainstorming uses a chain-of-thought workflow using multiple AI agents to generate the response.

Here's how it works:

  1. The user enters a prompt - the user enters a prompt in Brand Assistant - such as a question or an instruction.

  2. The system passes information from brand kit sections - the system automatically provides Brand Assistant information from specific sections of the brand kit - Do's and Don'ts, Tone of Voice, Grammar Guidelines, and Checklist as a system prompt. This ensures all generated content reflects these standards.

  3. The user clicks the Brainstorming option - when this is enabled and the user sends the prompt, the Brand Assistant's thinking process begins and activates the AI agents involved in the chain-of-thought workflow.

  4. The Brand Assistant then does the following:

    • Create an outline - the first AI agent reviews the user's prompt and creates a structured content outline based on the topic.

    • Generate questions - the second AI agent generates a list of questions to gather the necessary information needed for content creation.

    • Search for answers - the third AI agent searches for answers to the questions. It searches information from brand knowledge, the web, or both, depending on the user's selected search settings.

    • Review if it has answered the questions - the fourth AI agent checks the answers to confirm if they fully address the user's original prompt. If not, it can loop back - up to three times - to redo the outline, questions, and retrieval.

  5. Generate a response - when the information is complete, the Brand Assistant generates a final, comprehensive response that includes a summary and a standalone, editable content block (an artifact).

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