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Brand Brain overview

Brand Brain is a knowledge base you build per brand: your policies, product details, campaign specifics, and FAQs. The AI uses it as the single source of truth when it drafts replies to subscribers, so answers come from your brand's own facts instead of guesses.

You'll find it in the dashboard as two tabs under one feature:

  • Knowledge (/brain): where you add and manage what the AI knows, configure reply settings, and preview the replies it would draft. See Add knowledge to the Brain.
  • Replies (/replies): the inbox of AI-drafted replies waiting for your approval. See Review and approve replies.

Every brand has its own Brain. Pick a brand with the brand picker at the top of either page; a counter chip shows how many documents that brand's Brain holds.

What the Brain powers​

When a subscriber replies to an email your brand sent, the AI:

  1. Reads the new message (the quoted history and signature are stripped away).
  2. Searches your brand's knowledge for relevant passages.
  3. Drafts a short, plain-text reply written like a person, using only the facts it found.
  4. Queues the draft in Pending replies for you to review, edit, and approve.

Nothing is ever sent to a subscriber without your approval. When you approve, the reply goes out threaded into the conversation from your brand's own sending address, and the conversation then hands off to your real inbox. The full flow is described in Turn on AI replies.

Grounded or silent​

The Brain answers only from what you've taught it. If it can't find a confident, relevant answer to a question, it does not guess. Instead it escalates: the message appears in your replies inbox marked for you to handle personally, and the question shows up in the Knowledge gaps panel so you know exactly what to teach it next.

This is the core design principle. A wrong answer sent in your brand's name is worse than no answer, so the AI stays silent whenever the knowledge isn't there.

What you need​

  • A plan that includes Brand Brain. The Knowledge and Replies pages are available on the Scale plan and above.
  • Knowledge. The Brain only knows what you add. Start with the documents subscribers actually ask about: returns, shipping, pricing, product details.
  • A verified sending domain, if you want AI replies to real subscriber responses. Approved replies are sent from your brand's own sending address, so the brand's sending domain must be set up first.

A sensible order to get started​

  1. Add knowledge: paste or upload the documents that answer your most common questions.
  2. Preview reply drafts: test the Brain against real customer questions in the sandbox, and fill any gaps it reveals.
  3. Turn on AI replies: flip the per-brand toggle, set your handoff inbox, and let real replies start flowing in.
  4. Review and approve: work the inbox from the dashboard or from Telegram on your phone.