Sam can send you a short summary of your marketing numbers every weekday morning, and you set the whole thing up by asking for it in a chat.
A morning briefing is an automation: work Sam does on its own, on a schedule you agreed. There is no builder screen and no form. You describe what you want, Sam asks one question back, and it is running. Setup takes about two minutes.
Ask Sam AI and it orchestrates across everything you have connected. Ask the Ads Specialist instead if the briefing is purely about paid performance on Meta, Google or TikTok. Either works. The one you ask owns the automation and is where the briefing arrives, so pick before you start.
- →At least one tool connected to Sam. The briefing is built from whatever Sam can see, so connect the thing you want reported on. Connect a tool to Sam.
- →A decision about who owns it — Sam AI or a specialist. See above.
Step 1 - Ask Sam for a morning briefing
Open Sam AI from the left sidebar and type what you want into the Ask me anything.. box. No special wording is needed:
“Hi Sam! I want a morning briefing to catch up on things. Can you set this up?”
Sam replies with what it plans to include — your calendar events, your open tasks, and any campaign or ads updates — and asks one question back: what time you want it to land. It offers 7:00 AM ET as a default if you have no preference.
If you would rather start from your Home screen, Set Up Your First Automation opens the same conversation.
Step 2 - Tell Sam what to include and when it should land
One reply covers both. Name the tools you want in it — ads, your store, your email platform, whatever is connected — then give the time, the days and the timezone:
“Let's add in Meta Ads, and let's aim for 8 AM Central Monday - Friday”
Sam confirms the briefing is live and reads the scope back: every weekday at 8 AM Central, pulling together today's calendar events, your open tasks, and a Meta Ads rundown covering spend, results, ROAS and anything underperforming. It tells you the first run is the next scheduled morning, and usually offers to widen the scope later.
There is no approval step. Sam does not build a sample for you to sign off. Once it confirms, the briefing is scheduled.
Step 3 - Read your first briefing
The briefing arrives in the chat with whoever owns it and Sam saves it to the Workbench at the same time, so you can go back through previous mornings without scrolling the conversation. Ask and Sam will email it to you as well.
It is plain English with the numbers underneath, not a metrics dump. What it contains depends on what you asked for; the example below is a Meta Ads briefing.
An ads section usually breaks your campaigns into segments and shows yesterday against a 7-day figure for each — spend, purchases, cost per purchase, leads, clicks — so a bad day and a bad week look different at a glance. Where Sam has a target to measure against, it marks each segment green or red and says how far off it is.
Read the action item at the bottom first. Sam names what is costing you money and what it would do about it, rather than leaving you to work it out from the table.
Step 4 - Check it ran
Open Sam AI or the specialist that owns the briefing and select the Settings tab. Under Specialist Settings, expand Automations — the row tells you how many exist and how many are active. Your briefing is listed with when it last ran and the schedule it runs on, and its toggle switches it off without deleting it.
The clock icon on the automation opens Run History. Each entry shows how long ago the run was, how long it took, and what triggered it:
- Success — the briefing went out complete.
- Partial — it ran but something did not finish. The entry explains what.
- Failed — shown in red with the error underneath, usually an integration that stopped responding.
Run History is the first place to look when a briefing stops arriving.
The other icon opens Edit Automation, a panel holding the name, description, trigger, schedule, timezone and the instruction Sam follows, plus a Disabled toggle and a Delete button. Timing there is set with a cron expression, which is exact but fiddly.
You rarely need it. Ask Sam in the chat instead.
Change a briefing the same way you created it. Say what you want different in the chat — a new time, another connector, a section you never read — and Sam updates the automation rather than building a second one. Anything the Edit Automation panel can do, Sam can do from a sentence.
- ✓Every scheduled morning, Sam pulls fresh results from each connector you included.
- ✓In the briefing, Sam flags what is off target, names what is responsible, and recommends what to do.
- ✓Every run, Sam saves the briefing to the Workbench so you keep a record of previous mornings.
- ✓Between runs, nothing is required from you. You never open Sam to trigger it.
Frequently Asked Questions
Can I change the time or the days later?
Yes. Say so in the same chat — "move the briefing to 6:30" or "skip Mondays" — and Sam updates the existing automation instead of building a second one. The Edit Automation panel in Settings does the same thing by hand.
Can I run more than one briefing?
Yes, and they can belong to different specialists — a daily ads briefing on your Ads Specialist, something else on Sam AI.
Where exactly does the briefing arrive?
In the chat with whoever owns the automation, and as a document in the Workbench. Sam can email it to you as well — ask when you set it up, or later in the same chat.
My briefing stopped arriving, or part of it was missing. What happened?
Open Run History from the Settings tab. Failed shows the error underneath it and Partial explains what did not finish. An integration that has stopped responding is the usual cause, and reconnecting the tool is normally all it takes.
Does a scheduled briefing use credits?
Yes. Each run pulls fresh data from your connectors and writes a summary, so it draws on your balance like any other work. How much depends on how many tools it touches and how much it gathers. See how much usage you have left shows daily usage, so a scheduled briefing is easy to spot once it starts running.
Is there a way to build one without chatting?
Not yet. The New Automation button in Settings is not available, so describing what you want in a chat is how briefings get made.