Setting Up AI Knowledge in Jurni

Last updated: July 23, 2026

AI Knowledge is where you teach Jurni's engine who your brand is. It lives under Setting> AI Knowledge and it's what the engine draws on every time it generates an agentic shopping journey.

AI Knowledge has two parts: Guidance and Skills. They work together, but they behave differently, and knowing the difference helps you set your brand up correctly from the start.

Guidance vs. Skills

Guidance

Skills

When it loads

Always, by default

Only when the engine decides it's relevant

How the engine uses it

Applied to every conversation automatically

The engine reads each skill's description first, then loads the full skill only if needed

Priority

Always prioritized

Used as needed

What it contains

Core brand context that should never change: tone, terminology, positioning

A specific capability

Tip: Think of Guidance as the brand context Jurni should never forget, and Skills as the specialized playbooks it pulls out only when the task calls for them.

Why It Matters

  1. Better output. The more brand context the engine has through Guidance, the more accurate and on-voice every journey it generates will be.

  2. Cleaner AI conversations. Skills keep the engine's working context lean. Instead of loading everything at once, it only pulls in what a given task actually needs.

  3. Consistency at scale. Guidance keeps tone, terminology, and rules applied the same way across every journey, regardless of who's building or what's being built.

What Belongs in Guidance

Guidance works best when it covers the brand fundamentals your team would otherwise have to repeat in every brief. Common topics include:

  • Background

  • Personas

  • Brand Voice and Tone

  • General use of terms

  • Terms to avoid

  • Terms that may be used

  • Context specific word usage

  • General claims

  • Claim specific guardrails

  • Product details

  • Ingredients and sourcing

Where to Find It

  1. Go to Settings

  2. Select AI Knowledge

  3. Add or edit content under Guidance for always on brand context

  4. Add or edit content under Skills for specific capabilities the engine should use only when relevant