Sam does the marketing work you would otherwise hire for — writing, designing, planning and reporting — and stops short of the places where a person should make the call.
This page is the honest version of that line, so you know what to expect before you start.
What Sam does well today
Writes everything. Ad copy, blog posts, newsletters, social posts, email sequences, offer copy, landing page copy. Each is handled by the specialist whose job it is, in your brand voice.
Makes the visuals. The Designer Specialist produces ad images, carousels, thumbnails, short video and brand assets. When another specialist writes something that needs a picture, the Designer builds it and hands it back without being asked.
Runs work on a schedule. Describe a job and when it should happen, and Sam sets up an automation that does it without you. Morning performance briefings, weekly reviews, alerts when something in your store changes.
Executes complete workflows. Playbooks combine skills, integrations and automations into one click — a flash sale from the offer outward, a growth plan, a full carousel built and published.
Reads your real numbers. With your tools connected, Sam works from your actual spend, orders, revenue and list rather than from a description of your business.
Publishes some things. Social posts to connected accounts, and pages through Webpages.
What still needs you
These are deliberate. Sam produces the work and you make the decision.
- Sending email. Sam writes it and shows you. Nothing reaches your list until you approve it.
- Launching ads. Sam builds campaigns, copy and recommendations. You decide what goes live and what it costs you.
- Publishing to your blog. Sam writes the post. Putting it on your site stays with you.
- Anything it is unsure about. Sam asks rather than guessing, which is why setup is a conversation instead of a form.
You will also get more out of Sam if you do two things properly at the start: fill in your brand voice and brand kit, and connect the tools you actually use. Sam with nothing connected is a competent writer working from a description. Sam with your store, ads and email connected is working from what is really happening.
What Sam does not do
Build pages itself. Pages are built by Typeset, either from Webpages or from the Design menu on a text item in the Workbench. The Designer Specialist handles images and video, not page layout.
Replace your judgement on spend. Sam will tell you a campaign is losing money and what it would do about it. Moving the budget is your decision.
Work miracles from an empty account. The first week is thinner than the fourth. Sam gets better as it learns your business, and the Make SAM Smarter playbook exists specifically to show you what it still does not know.
Where to ask for something
If you are not sure who to ask, ask Sam AI. It routes work to the right specialist for you, which is usually faster than working out the org chart yourself.
Go direct to a specialist when you want the work to live in that conversation — a scheduled report belongs with the specialist that owns the subject, because that is where it arrives each time.
Frequently Asked Questions
Will Sam do something I did not ask for?
No. Automations only run once you have set them up, and anything that reaches a customer waits for your approval.
Can I try it without connecting anything?
Yes, and it is a reasonable way to see how it writes. You will hit the limits quickly, because everything about your real performance is invisible to Sam until a tool is connected.
What happens when Sam gets something wrong?
Tell it in the chat. Sam rewrites rather than starting again, and corrections to what it knows about your business stick.
Does Sam learn my business over time?
Yes. What it knows is visible and editable, so you can correct it directly rather than hoping it works out.
Is there anything it will refuse to do?
Sam will not send, publish or spend on your behalf where a person should approve it first. That is a design decision, not a limitation being worked on.