Brand Governance Made Smarter with Sitecore Stream’s AI Assistant

Marketing today moves fast. With so many platforms to manage, endless content to create, and an audience that expects personalized experiences, keeping everything, on-brand is a challenge.

To help marketers move faster, work smarter, and drive growth, Sitecore has introduced Sitecore Stream. It represents market-leading innovation and fulfillment of Sitecore’s vision for an Intelligent DXP. This AI-powered orchestration layer seamlessly integrates with Sitecore’s DXP, providing a brand-aware AI that keeps content aligned, strategic, and secure. Built in partnership with Microsoft, Sitecore Stream also prioritizes enterprise-grade security, ensuring businesses can confidently scale AI adoption without compromising data integrity or compliance.

In this article, we’ll explore one of the core components of Sitecore Stream : the Brand Assistant, a tool that allows marketers to interact dynamically with brand assets and knowledge, making content creation faster, smarter, and always on-brand.

AI-Powered Brand Assistant

Brand Assistant is an AI-powered tool designed to generate, refine, and manage content while staying true to your brand. Whether it’s blog posts, product descriptions, or social media copy, the Brand Assistant leverages AI to create engaging, high-quality content that aligns with your brand’s voice, tone, and messaging guidelines. Unlike generic AI writing tools, Brand Assistant doesn’t just generate content, it ensures every piece meets your brand’s predefined rules and standards, so you can produce marketing materials faster without sacrificing quality or consistency.

To make this possible, Sitecore Stream relies on Brand Kit, a central hub where your brand’s identity lives. This is where you store everything that makes your brand unique, including:

• Logos, colors, and typography to keep visual elements consistent.
• Tone of voice and messaging rules to ensure every piece of content sounds like you.
• Predefined templates and structures that make content creation faster and more reliable.

By pulling directly from the Brand Kit, Sitecore Stream makes it easy to maintain brand consistency at scale.

Learn how Brand Kit can help you ensure brand alignment.

Research, Content Creation, and Brand Alignment with Brand Assistant

Once a Brand Kit is set up, users can start leveraging the Assistant, a conversational tool designed to support research, content generation, and brand governance. The Assistant operates within the context of a selected Brand Kit, ensuring that responses, recommendations, and generated content remain consistent with brand guidelines.

Selecting a brand kit

Before using the Assistant, users must select the relevant Brand Kit, as shown in the brand selector menu. This feature is particularly useful for organizations managing multiple brands, allowing marketers to receive brand-specific guidance and content suggestions without needing to manually adjust settings each time they switch between brands.

Researching with the assistant

The Assistant is not just a content generation tool, it also functions as a research assistant. Depending on the query, it can search the web and gather insights from credible sources to support marketing strategies. The Assistant:

• Retrieves relevant articles and reports from trusted sources.
• Provides a structured summary of key insights to help digest complex topics.
• Links to original sources for further reading and validation.

For example, when researching market trends in multi-site brand management, the Assistant can pull insights from reports by Deloitte, HubSpot, and other sources, summarizing findings into actionable insights for content teams. This makes it an invaluable tool for staying informed about industry trends, regulatory changes, and competitive strategies.

Generating brand-aligned content

Beyond research, the Assistant can help with content creation. By providing a prompt or context, users can generate structured outputs such as:

• Creative briefs – Campaign strategies with goals, target audiences, and messaging priorities.
• Marketing copy – Drafting product descriptions, email campaigns, or social media content.
• Brand guidelines – Ensuring generated content aligns with tone of voice, dos and don’ts, and other brand-specific rules.

Since the Assistant references the Brand Kit, all generated content aligns with the organization’s established voice, style, and strategic positioning. Additionally, it suggests follow-up questions to refine responses, making it an interactive and iterative tool for refining messaging and campaign strategies.

Accessing brand standards and guidelines

Another key use case for the Assistant is quickly retrieving brand standards and guidelines stored in the Brand Kit. Instead of searching through PDFs or documentation manually, users can simply ask questions like "What are my brand colors?", "What is my tone of voice?", or "What are the logo usage guidelines?" The Assistant then pulls the relevant information directly from the uploaded documents, providing a structured response along with links to the source material.

For example, if a designer needs to verify brand colors, the Assistant can instantly display the primary and secondary color palette along with RGB values and usage recommendations. This feature ensures that teams across different functions—marketing, design, and content creation—always have instant access to brand standards, reducing inconsistencies and improving workflow efficiency.

Picking up where you left off

A key feature of the Assistant is its conversation history, allowing users to revisit past queries and continue ongoing discussions. Whether refining a previous campaign brief, revisiting brand-related inquiries, or continuing a research thread, users can:

• Access recent topics to pick up past conversations without starting from scratch.
• Modify or build on previous responses, refining content iteratively.
• Start a new chat when shifting to a different topic or project.

This functionality makes the Assistant an efficient tool for ongoing campaign planning, brand strategy development, and content creation, helping teams work more effectively over time.

Refining and controlling AI output

If the Assistant generates content that needs adjustments, users have full control to edit and refine responses before finalizing them. Additionally, modifying field intents within the Brand Kit ensures that AI-generated content is tailored to specific brand requirements.

For example, a financial services brand may adjust intent settings to prioritize compliance-driven messaging, while a retail brand may focus on e-commerce and promotional copy. These refinements ensure that Sitecore Stream adapts to the unique needs of each organization.

What’s Next?

With the ability to assist with research, content generation, and brand governance, the Assistant becomes a valuable tool for marketers, copywriters, and brand managers looking to streamline their workflows while maintaining a high level of brand consistency. No more last-minute edits to fix off-brand copy or endless back-and-forth approvals, just AI-driven content creation that stays true to your brand from the start.

At Altudo, we’re already building out offerings to help customers adopt and get the most out of Sitecore Stream. If you’re interested in learning more or seeing a live demo, reach out, we’d love to show you how it can transform your workflows.