The Brand assistant is Frontify’s conversational AI experience, available in both Guidelines and DAM. It works differently depending on where you use it. In Guidelines, the Brand assistant helps you understand and create content based on your brand guidelines.
In DAM, it helps you manage and organize your assets.
Looking for the Brand assistant in DAM? Learn how the Brand assistant works in DAM.
In Guidelines, you can ask questions, generate and review copy, find assets, and get contextual answers based on the content of your brand guidelines.
What can you use the Brand assistant for?
You can ask the Brand assistant about anything within your brand portal, including:
Ask questions
“In which cases can I use a logo lockup?”
Review copy
“Review this text based on our tone of voice.”
Generate content
“Write copy for a product launch using our brand voice.”
Find assets
“Show me images with our logo and a bright color palette.”
Translate instantly
Ask in your native language and receive answers in the same language (100+ supported)
How does it work?
The Brand assistant uses a Retrieval Augmented Generation (RAG) approach. This means it generates answers based on your guideline content rather than relying on pre-trained knowledge.
Only text-based guideline content that the user has access to is used.
The default language version is the source of truth.
Responses include references to the original content.
Users only receive answers based on content they have permission to access.
Who can use it?
The Brand assistant is available to all logged-in users with access to the guideline.
It can be enabled for both private and public portals.
In public portals, the Brand assistant is only visible to logged-in users. Visitors who are not logged in cannot access it. The Brand assistant respects all targets and permissions.
How do I enable or disable it?
Admins can enable the Brand assistant in Account settings and then activate it for specific guidelines via the admin dashboard.
See full setup instructions in this help article.
Customize the brand assistant
Editors and Owners can customize how the Brand assistant appears within individual guidelines by updating its name, welcome message, and disclaimer.
These settings allow organizations to align the assistant with their brand, legal requirements, and internal AI governance policies.
To customize the Brand assistant:
Open your guideline.
Open Guideline settings.
Navigate to the Brand assistant tab.
Update the assistant name, welcome message, or disclaimer.
Save your changes.
Assistant name
Customize the name displayed to users when interacting with the brand assistant.
If left empty, Frontify's default name is used.
Welcome message
Add a custom welcome message to introduce the assistant and guide users on how to use it. Welcome messages support rich text formatting, including bold, italic, underline, and links. If left empty, Frontify's default welcome message is displayed.
Disclaimer
Add a custom disclaimer that reflects your organization's legal, compliance, or AI governance requirements. Disclaimers support rich text formatting, including bold, italic, underline, and links.
For example, you may wish to:
Explain that responses are AI-generated
Direct users to official source material
Link to internal AI policies
Clarify that responses should be reviewed before use
If left empty, Frontify's default disclaimer is displayed.
Important note
If any field is left empty, Frontify automatically displays the default content. This ensures the brand assistant always provides a complete experience without requiring configuration.
How does the Brand assistant work with translations?
The Brand assistant supports 100+ languages and responds in the language used in the prompt.
However, it always references the default language version of your guidelines. Content that exists only in translated versions is not used.
Can it find assets from my DAM?
Yes. The Brand assistant can retrieve assets based on their description fields.
What should I keep in mind?
Answers depend on your guideline content and permissions: The Brand assistant only uses text-based guideline content that the current user can access.
AI output is not always perfect: Always verify responses using the provided references.
Text-based only: Images, PDFs, and videos are not currently used.
Data and privacy
Your data is not used to train AI models.
Guideline content is accessed securely to generate responses.
Interaction data may be processed and temporarily retained by Azure for up to 90 days for monitoring and quality purposes.
No additional cookies are introduced.
Personally identifiable information (PII) is only processed if entered by the user.
Is the Brand assistant still in Beta?
No. The Brand assistant is now generally available and enabled by default for customers. We continue to improve quality and expand capabilities over time.
Feedback and support
Use 👍 / 👎 in the product or contact your Customer Success Manager.