Brand Memory — What Orsa AI Remembers About Your Brand

Brand Memory is what Orsa AI and the AI tools know about your brand beyond your setup: things that happened, things you have, what you like and dislike, and mistakes you’ve corrected. Each item is a memory entry.

• Orsa AI adds to it as you chat. Tell Orsa AI “we never use emoji on LinkedIn” and it saves that, straight away, without asking.
• You can add to it too. Write down facts, preferences and corrections yourself.
• The AI reads it. Orsa AI, the AI assistants in the editors, AI design and blog generation all get your memory when they work for you.

Memory is descriptive, not rules. For must-dos and never-dos, use the Playbook. If the two ever disagree, the AI follows the Playbook.

The Memory tab is in the header at the top of any brand page, once your brand has finished setup. It’s not in the sidebar: open your brand’s Info tab, then click Memory, or go straight to Memory. Everyone on the brand’s team sees and shares the same memory.

Quick start (5 minutes)

1. Open Memory.
2. Click Add to Memory.
3. Pick a Type, like Preference.
4. Type a Title, like No emoji in captions.
5. Under Details, write it out in full, like The owner doesn’t want emoji in any caption, especially on LinkedIn.
6. Click Save to Memory.

Or just tell Orsa AI in a chat: “Remember that our new location opens on 3 May.”

Types of memory

Every entry has a Type:

You can pick any type except Observation. You can’t change an entry’s type after it’s saved.

Corrections and Preferences get a little extra weight when the AI picks which entries to read. See How much memory the AI reads.

Add a memory entry

1. Click Add to Memory at the top right.
2. Fill in Add to Memory:
   • Type: see Types of memory.
   • Title: a short summary, like Dislikes emoji in captions.
   • Details: the full statement. Write it so it makes sense on its own, without the chat it came from. Name the thing instead of writing “this” or “it”.
   • When it happened: optional. A date, for events and corrections.
   • Applies to: the kinds of content this entry is for. Leave it empty for everywhere. See Choosing what an entry applies to.
   • Pin — always surface this, regardless of age: tick it for entries the AI must always have. See Pin important entries.
3. Click Save to Memory.

Example: Type Event. Title Second location opening. Details Our second café opens at 22 Harbor Street. Same menu, plus a kids’ corner. When it happened 3 May 2026. Applies to empty.

If you see “A similar memory already exists”, an entry of the same type with almost the same text is already saved. Its title is shown. Close the form and edit that entry instead, or click Save as new anyway.

What Orsa AI saves on its own

Orsa AI saves memory as you chat, without asking for approval. It saves things you tell it that matter beyond the current chat, like:

• “The client hates emoji.”
• “We’re launching a new product line in March.”
• “No, our opening hours changed. We now close at 6.”

Orsa AI can do this from its main chat on the Ideas board and from its chats inside the Design, Document, Transcript and Marketing Email editors. Entries Orsa AI saves show Noted by AI at the bottom. Entries a person added show their email address.

Good to know:

• Orsa AI can fix its own entries. If you correct something, Orsa AI can update or archive an entry it saved earlier. It can’t change entries a person added. It will ask you to edit those on the Memory tab.
• Orsa AI checks for duplicates. If something similar is already saved, it saves the new entry and tells you, so you can tidy up.
• Saving memory doesn’t need approval. Everything else Orsa AI changes does. See Approving Orsa AI’s Actions.

If Orsa AI saved something wrong, edit, archive or delete it on the Memory tab.

Pin important entries

Pinned entries are always given to the AI, however old they are and however much memory you have. They show a Pinned label.

To pin or unpin an entry, click the star icon on its card. You can also tick Pin — always surface this, regardless of age when you add or edit an entry.

Example: pin Our founder is Dana, not Diana and We’re closed on Mondays. Leave one-off events unpinned.

Pin only what really matters. Pinned entries take up room that would otherwise go to other entries. A pinned entry still only reaches the content types under its Applies to.

Choosing what an entry applies to

Applies to decides which AI tools get an entry:

• Empty (the default): every AI tool gets it. Best for most entries.
• One or more types ticked: only those get it. The choices are Design, Idea, Transcript, Blog, Marketing Email and Document.

Which type each AI tool uses:

Example: Use the square logo on Instagram stories only matters for designs, so tick Design. We’re closed on Mondays matters everywhere, so leave Applies to empty.

If you tick only Design, Orsa AI on the Ideas board won’t see the entry. When in doubt, leave it empty.

Edit, archive or delete an entry

Each entry card has buttons on the right:

• Star: pin or unpin.
• Pencil: edit. Change the title, details, date, Applies to or pin, then click Save Changes.
• Archive box: archive. The entry stays on the list, faded, with an Archived label. The AI stops using it. You’ll see “Archived”.
• Bin: delete. Click Delete to confirm. This can’t be undone.

Archive when something is no longer true but you want a record, like an old offer. Delete when it was never right.

To bring an archived or replaced entry back, click Restore on its card.

Find entries

• Search memory…: finds entries with your words in the title or details.
• All types: pick a type to show only that type.
• Archived: click to show only archived and replaced entries. Click again to go back.

Each card shows its type, its Applies to types, the When it happened date and who added it.

Ask Memory

Ask Memory answers questions using only what’s in your brand’s memory. Use it to check what the AI knows before you start a project.

1. Type a question in the box under Ask Memory, like What do we know about their launch history?
2. Press Enter or click the send button.

The answer appears above the box. Below it, small tags show the entries it used, like event: Second location opening.

Good to know:

• It only uses active entries. Archived entries aren’t included.
• It ignores Applies to. It looks at all your active entries.
• It says so when it doesn’t know. If nothing in memory answers the question, it tells you instead of guessing. With no memory at all, you’ll see “There’s nothing in this brand’s memory yet.”
• Answers aren’t saved. They clear when you leave or reload the page.
• It doesn’t add to memory. To save something, use Add to Memory or tell Orsa AI.

How much memory the AI reads

The AI gets your active entries for the kind of content it’s working on (see Choosing what an entry applies to):

• A small memory is read in full. If all the matching entries together are under about 12,000 characters (roughly 2,000 words), the AI gets every one.
• A large memory is trimmed. Then the AI gets all pinned entries, plus the highest-ranked others, up to 20 entries in total. Entries rank higher when they were added or edited recently, when the AI has used them often, and when they’re Corrections or Preferences. New entries get a small boost too.
• Orsa AI chats get a few extra. When your memory is trimmed, Orsa AI also adds up to 5 more entries that relate to what you just asked.

Changes take time to reach the AI:

• Up to 15 minutes for Orsa AI. A new, edited, pinned or archived entry can take up to 15 minutes to reach Orsa AI chats. AI design and blog writing see it straight away.
• A few hours for related-entry matching. A new or edited entry can take a few hours before Orsa AI can find it as “related to what you asked”. This only matters when your memory is large.

Ideas for using Brand Memory

Client preferences you’d otherwise forget. Save every “we don’t like that” from a client as a Preference or Correction.

Example: a freelancer saves Correction: never call the shop “boutique”. The owner says it sounds expensive. and pins it.

Facts that aren’t anywhere else. Things a new teammate or the AI would get wrong.

Example: a gym saves Thing: the pool is 25 m, heated, open 6am to 9pm and Fact: most members are over 50.

Things that happened. Awards, press, records, a great event.

Example: a bookshop saves Event: hosted a signing with a local author, 140 people came. When it happened: 12 September 2026.

Tips for the best results

• Write each entry so it stands on its own. “Client dislikes emoji in captions, especially on LinkedIn” works. “They don’t like that here” doesn’t.
• One idea per entry. Short entries are easier to pin, archive and rank.
• Pin the few things that must never be missed. A wrong name, a closed day, a word to never use.
• Use the Playbook for rules. “Always add a call to action” belongs in the Playbook, not in memory.
• Leave Applies to empty unless you’re sure. An entry ticked for one type is invisible to the others.
• Tidy up now and then. Archive offers and events that are over. Fewer, current entries mean the important ones are read.
• Check what Orsa AI saved. Look for Noted by AI entries after a long chat and fix anything it got wrong.

Common questions

Orsa AI saved something I didn’t want it to remember. Open the Memory tab and archive or delete the entry. Orsa AI saves memory without asking, so it’s worth checking Noted by AI entries now and then.

Orsa AI ignored something I added to memory. Check three things. Applies to: Orsa AI on the Ideas board only sees entries left empty or ticked for Idea. Timing: changes can take up to 15 minutes to reach Orsa AI. Size: if your memory is large, only pinned entries and the top 20 are read, so pin it.

Orsa AI did something my memory says not to do. If your Playbook says otherwise, the AI follows the Playbook. For a firm rule, add it to the Playbook.

I asked Orsa AI to fix an entry and it said it can’t. Orsa AI can only change entries it saved. Edit entries a person added yourself on the Memory tab.

I can’t change an entry’s type. The Type is locked once an entry is saved. Delete it and add it again with the right type.

I can’t pick Observation. Observation is only added by the AI. Pick Fact or Event instead.

Nothing happens when I click Save to Memory. The button stays greyed out until both Title and Details are filled in.

How do I un-archive an entry? Click Archived to show archived entries, then click Restore on the card.

An entry says “Replaced by a newer entry”. Orsa AI replaced it with a newer entry. The AI no longer uses it. Click Restore to use it again, or delete it.

I can’t find an entry I added. Pinned entries come first, then the most recently updated. Use Search memory… or the type filter to narrow the list.

Ask Memory says “Could not get an answer right now.” Try again in a moment. If it keeps happening, reload the page.

Ask Memory didn’t use an entry I know is there. Ask Memory looks at your most recently changed entries and the ones that best match your question. Archived entries are left out. Try a more specific question that uses words from the entry.

I don’t see the Memory tab. Memory appears once your brand has finished setup. See Complete Onboarding. It’s in the header at the top of the brand page, not in the sidebar.