AI Brand Assistant

Creating a chatbot designed to transform how users interact with brand guidelines.

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Overview

The AI Brand Assistant is acting as an extension of the brand team—it answers everyday questions about brand compliance, guidelines, and assets through conversational interactions.

I led the design effort from concept to delivery, collaborating closely with engineers, researchers, and product managers to create this innovative feature.

Process

The project began by identifying business opportunities and defining core use cases through user interviews conducted in collaboration with product research. Key use cases included:

1. Summarizing and searching brand guidelines.
   
2. Ensuring brand compliance by verifying whether user-generated content aligns with the brand’s tone of voice.

First, we rolled out a pilot version to a select group of users for testing and iterative improvement based on feedback, which in the beginning gave us a lot of room for improvement: only 10% of the testers were satisfied, and 70% didn’t have a strong opinion.

Long story short—after less than a year we proudly released the Brand Assistant version for a wider audience.

You can see how the feature works below:

As part of this process we integrated natural language capabilities to allow users to search for assets and work with media seamlessly.

Custom User Interface

Additionally, I’ve explored how to enable customers to customise the Brand Assistant according to their visual identity.

This is an experiment that shows how Figma’s Brand Assistant could look like:

Impact

The AI Brand Assistant has brought measurable benefits to both users and the product:

1. Simplified workflows by enabling conversational access to complex brand guidelines.
   
2. Improved brand compliance through intelligent tone-of-voice checks.
   
3. Enhanced user engagement by making asset discovery faster and more intuitive.

Future exploration

I am exploring specialized use cases where the Assistant could support more complex tasks tailored to specific domains.

Key takeaways

This project had a significant impact on the product by:

1. Introducing an innovative AI-powered chatbot that positioned the platform as a forward-thinking leader in brand management technology.
   
2. Simplifying complex workflows for users, making brand compliance and asset discovery faster and more intuitive.
3. Enhancing user engagement by transforming brand guidelines into an accessible, conversational experience.
4. Opening new opportunities for the platform’s growth by exploring specialized use cases and integrating the Brand Assistant API into other areas, expanding its functionality and value across the product ecosystem.