Sam is your strategist, and five specialists do the hands-on marketing work.
Your AI team is Sam plus five specialists, each focused on one area of marketing. You can tell Sam what you want and let it delegate to the right people, or go straight to a specialist and work with it directly. Both approaches work, so use whichever suits the task.
Sam and each specialist have their own page in the left navigation under Your Marketing Team.
Meet the Team
Sam is your business strategist. Sam learns about your business from what you tell it, works out what marketing needs to happen, and delegates to the right specialists.
Your five specialists are:
- Ads Specialist: Paid campaigns across Facebook, Google, YouTube, and TikTok, covering creative audits, ad copy, budget and bidding, and ROAS tracking.
- Content Specialist: Blogs, newsletters, lead magnets, and SEO content, plus content calendars and editorial plans.
- Designer Specialist: Ad images, video, thumbnails, carousels, and brand assets, including your brand kit.
- Promotions Specialist: Product launches, email sequences, offer copy, pricing, and checkout optimization.
- Social Media Specialist: Organic content for Instagram, TikTok, X, LinkedIn, and YouTube, including scheduling, content pillars, and captions.
Each specialist has its own article covering what it can do in detail.
How the Work Gets Divided
Each specialist writes the words for its own area. The Designer Specialist makes the pictures.
When the Ads, Content, Promotions, or Social Media Specialist produces something that needs a paired image or video, it hands that work to the Designer Specialist, which creates the visual to go with it. The Designer is the only specialist that creates visual assets directly.
That handoff is why a single finished piece of marketing often combines copy from one specialist with a visual from the Designer. It is also why the Designer is who you want when you need a visual made on its own, with no copy attached.
Two Ways to Give Your Team Work
Through Sam. Open Sam AI in the left navigation and describe what you want. Sam decides which specialists to involve and delegates the work. You do not have to brief each specialist yourself, which makes this the easier route when you are not sure who should handle what.
Every specialist page also has an Ask me anything box at the bottom, so you can describe a task in plain language there too.
Straight to a specialist. Open any specialist from the left navigation and work with it one on one. This is useful when you already know exactly what you want made, or when you only need one kind of output.
You are not required to route everything through Sam, and you are not locked into working with a single specialist. Whichever route you take, the team works at your direction and you decide what they work on.
What You'll Find on a Specialist's Page
Open any specialist and a panel on the right gives you a few ways to work with it.
- Playbooks: ready-made workflows that combine skills, integrations, and automations into a single click. Each specialist has its own set, built for the work it does.
- Workbench: the content created in that conversation.
- Settings: options for that specialist, including its skills, tools, connected apps and automations.
The Ads Specialist also has a Dashboard tab, which reports live performance for your connected ad accounts.
Playbooks are worth a look on each specialist you use, because the sets are quite different. The Social Media Specialist has playbooks for things like X threads and Instagram carousels, while the Ads Specialist has playbooks for batches of image and video ads. Open a specialist's Playbooks tab to see what it offers, and search or filter by category when the list is long.
Where Your Finished Content Goes
Content your team creates appears in the Workbench, the panel on the right side of the screen while you are in a chat. The Workbench holds everything made in that conversation or with that specialist, including text, images, and video.
The same content is also available in My Media in the left navigation, organized by type.
Frequently Asked Questions
Q: How many specialists does Sam have?
A: Five: Ads, Content, Designer, Promotions, and Social Media. Sam is separate from the five and acts as the strategist that coordinates them. Each has its own page in the left navigation under Your Marketing Team.
Q: What is the difference between Sam and the specialists?
A: Sam plans the work and decides who does it. The specialists do the hands-on work in their own area. You give Sam the goal and Sam works out which specialists carry it out, or you skip that and work with a specialist directly.
Q: Do I have to talk to each specialist separately?
A: No. Tell Sam what you want and it delegates to the right specialists for you. Working with a specialist directly is an option, not a requirement.
Q: Can I use just one specialist, like only the Designer?
A: Yes. Open any specialist from the left navigation and work with it on its own. You are not required to route every task through Sam.
Q: How do the images and videos for my ads and posts get made?
A: The Designer Specialist makes them, and it is the only specialist that creates visuals directly. When another specialist produces something that needs a visual, it hands that work to the Designer. You can also go to the Designer for a visual directly.
Q: Which specialist writes my emails?
A: It depends on the email. The Promotions Specialist handles email sequences tied to launches and offers. The Content Specialist handles newsletters. If you are not sure, ask Sam and it will route the work for you.
Q: Do all the specialists have the same playbooks?
A: No. Each specialist has its own set, built for the work it does, and the sets vary a lot in size and focus. Open a specialist's Playbooks tab to see what is available there.
Q: Where does the content my team makes end up?
A: In the Workbench, the panel on the right side of the screen while you are in a chat, which holds the text, images, and video created in that conversation. The same content is also available in My Media in the left navigation.