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A persona narrows an analysis to a specific audience. Instead of asking a model what it thinks about a brand in general, a persona-scoped prompt asks what it thinks for someone in particular — a value-driven parent, a luxury beauty shopper, an experienced developer. Up to 6 personas can be attached to a single analysis; each one adds its own audience-scoped variant of every prompt. Personas are shared across modules — the same persona created in one module can be reused wherever personas are supported:
  • Brand Analysis — personas narrow the perception and awareness prompts sent to LLMs.
  • Search (AI Visibility) — personas narrow search queries and carry funnel-stage/intent metadata alongside them.
  • Asset Evaluation — personas provide the audience lens creative assets are scored against.

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The persona model

Every persona is structured around the same set of fields, grouped into a few blocks: Not every field needs to be populated for every persona.
Even if we encourage well-defined persona, a persona created quickly from a short brief can have a thinner profile than one built from a full research pass, and that’s expected. Shareof Model Persona Overview This same profile also powers Activation — see below.

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Activation

Beyond scoping analyses, every persona automatically maps to the Google product categories that best reflect its profile — the same interest segments used for ad targeting (for example, Beauty Products & Services/Makeup & Cosmetics for a beauty-focused persona). Each matched category comes with the ad surfaces it can be activated on: Display, Gmail, Discover, Search, Shopping, and Video. Share Of Model Persona Activation The mapping is derived automatically from the persona’s existing fields — brand, category, and its demographic and behavioural signals — there’s nothing extra to configure. You can see the full breakdown, grouped by product category, on a persona’s Activation tab.

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Using personas in a creation flow

Every Brand analysis, Search project, and Asset Evaluation includes a dedicated Personas step. Rather than listing your whole Library, that step filters it down to a matching set for the analysis you’re configuring — and lets you create a new persona on the spot if nothing fits. The matching scope differs by module:
Personas are matched on Brand + Country + Language. Category is intentionally excluded from the match, so a brand’s personas surface regardless of which category the analysis targets.
If nothing matches, you can create a persona manually or generate one with AI without leaving the flow — it’s saved to your Library and reused the same way in later analyses.

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Best practices

1

Start with personas

Right after setting up your workspace, create or import your qualified personas. It’s easier to do this once, up front, than to build personas as you go while creating projects and analyses — even though that path remains possible.
2

Anchor on a need and/or pain point

Demographics like age, country, or language help scope a persona, but what makes it useful is the “why” behind the audience. A persona without a clear need or pain point behind it gives weaker signal.
3

Keep it narrow

A persona that tries to represent everyone ends up biasing nothing. One clear need per persona tends to give sharper signal than a broad, catch-all profile.
4

Quality over quantity

One well-qualified persona outperforms ten shallow ones — better signal, and more reliable across analyses.
5

Be cautious with AI generation

AI-generated personas work well as a starting point, but they will rarely match a persona your brand has already researched and refined over time. If you do generate a persona with AI, take the time to review and validate the full profile before using it.

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What’s next

More options

Import, edit, duplicate, archive, and delete personas.

Chat with a Persona

Have a live, in-character conversation with any persona in your Library.

Migration details

What happened to personas that existed before the new data model.

Analyses & Collects

How personas fit into a Brand analysis or Search project’s scope.