Personas in BrandWise — Creating Target User Profiles for AI Evaluation

What Is a Persona

A persona is a text-based profile of a target user on whose behalf the system conducts conversations with AI models. When BrandWise sends queries to ChatGPT, Claude, or Gemini in History mode, the model interacts not with a generic user but with a specific profile — someone with a defined age, task, expertise level, and context.

This brings evaluation closer to real-world usage patterns, since AI models adapt their responses to the conversational style of the user.

When You Need a Persona

A persona is required for History mode (multi-turn conversations) and not needed for Basic mode (single-turn queries).

In History mode, the persona defines the conversational style, while the History Task in the scenario defines the goal. Together, they create a realistic simulation of user behavior.

Learn more about scenario modes in the first project guide.

Persona Fields

Name

A short name to identify the persona in lists and when selecting it for a scenario. Up to 120 characters.

Examples:

• E-commerce Marketing Manager
• Mid-size Business CTO
• Design Student

Best practices:

• The name should instantly communicate who the persona represents
• Include the role or key characteristic
• Avoid names like "Test Persona 1" — they don't help when selecting in scenarios

Description

A text portrait of the user. 10 to 1,000 characters. This description is sent to the model — it determines how the AI will conduct the conversation.

What to include:

Good description example:

Marketing manager, 32, works at an e-commerce company with 50 employees. Looking for a social media analytics SaaS solution, budget up to $500/month. Tech-savvy — understands APIs, webhooks, integrations. Priority: automated reporting and brand mention monitoring.

Weak description example:

A regular internet user.

The more specific the description, the more realistic the model's dialogue and the more informative the metrics in your report.

How to Create a Persona

From the Project's Personas Section

1. Open the Personas section in the project sidebar.
2. Click Create Persona.
3. Fill in the name and description.
4. Click Save.

The persona will appear in the list and be available for selection in all project scenarios.

Quick Creation from Scenario Editor

When setting up a scenario in History mode:

1. In the Persona field, click Create Persona.
2. Fill in the name and description in the modal window.
3. Click Save — the persona will be automatically linked to the scenario.

Personas created this way are also available in the project's Personas section and can be reused across other scenarios.

Reusing Personas

A single persona can be linked to multiple scenarios within a project. This is useful when you test the same user profile across different topics or models.

Example: a persona named "Mid-size Business CTO" can be used in a "CRM Selection" scenario and a "Cloud Storage Comparison" scenario — models receive the same user context, and you can compare results across evaluations.

Persona Examples for Different Use Cases

What's Next

After creating personas, set up your brand profile if you haven't already, or go ahead and create your first scenario and run an evaluation.

Create an account and get started