# Brand Profile (/docs/sift-ai/ai-studio/brand-profile)

The Brand Profile is the context every stage of Sift's AI grounds on - who you are, what you compete with, and what actually counts as something worth acting on. It's the first thing to fill in when you set up AI Studio.

## At a glance [#at-a-glance]

| | |
| --- | --- |
| Industry selector (SaaS, Web3, Gaming, Membership Communities, and more) | ✅ |
| Free-text competitor list | ✅ |
| A description of your business in your own words | ✅ |
| A written definition of what's actionable vs. noise | ✅ |
| Managers and above can edit | ✅ |

## What you're looking at [#what-youre-looking-at]

Found under **Settings > AI > Overview**. The page is a single form: **Industry**, **Competitors**, **About Your Business**, and **What's Worth Acting On**. Every other AI Studio stage, and Sift's filtering and tagging more broadly, reads from what's written here.

<figure><img src="/assets/screenshots/sift-ai/ai-studio-brand-profile.png" alt="The Brand Profile page in AI Studio, showing Industry, Competitors, About Your Business, and What's Worth Acting On fields." /><figcaption>Brand Profile: the context every AI Studio stage grounds on.</figcaption></figure>

## Setting it up [#setting-it-up]

- **Industry**: pick the closest match from the list (SaaS, Open Source & Developer, Web3, Gaming, Membership Communities, or Other).
- **Competitors**: a free-text list. Used so Sift can recognize competitor mentions instead of tagging them as generic noise.
- **About Your Business**: a plain-language description of what your product does and who it's for. Write it like you're briefing a new hire.
- **What's Worth Acting On**: the clearest lever in this page. Spell out what makes a conversation actionable (a bug report, a refund request, a specific kind of complaint) and what doesn't (generic chatter, off-topic noise, greetings). This directly shapes what shows up in the inbox versus what Sift filters out.

## Tips [#tips]

- Be specific in **What's Worth Acting On** - vague instructions like "anything important" don't give the AI much to work with. Naming concrete categories (payment issues, lost items, feature requests) gets better filtering than a general statement.
- Revisit this page after a few weeks of live usage. If the inbox is missing things it should catch, or catching things it shouldn't, this is usually the first place to adjust.

## Related [#related]

<Cards>
  <Card href="/docs/sift-ai/ai-studio/voice-and-tone" title="Voice & Tone">Teach Sift how your brand sounds when it drafts a reply.</Card>
  <Card href="/docs/sift-ai/ai-filtering" title="AI Filtering">How Sift uses this context to keep noise out of your queue.</Card>
</Cards>