AI Personas

AI Personas are behavioral clusters automatically discovered from your warehouse data. Simon AI analyzes purchase patterns, engagement behaviors, and affinities across your contact base and groups contacts who behave similarly into personas — without manual segment definition.

Getting started

Navigate to AI > Personas to see the full distribution of your contact base across personas.

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No manual setup required
Personas are generated automatically from your warehouse data. Once enabled for your organization, they appear in the Personas page ready to explore.

What you get

Each persona includes:

Attribute	Description
Name and description	A human-readable profile of who this group is and what drives them
Key traits	Behavioral characteristics like "Budget-conscious" or "Brand-loyal"
Motivations	What drives this group to engage and purchase
Typical behaviors	Common actions and patterns across the group
Contact count	How many contacts belong to this persona
Percentage of base	What share of your total contact base this persona represents
Lifetime value (LTV)	Average LTV across contacts in the persona
Top product categories	The categories this group purchases most
Sample contacts	A preview of representative contacts with email, LTV, last purchase date, and top categories

Personas refresh as behavior changes. New contacts are evaluated based on early signals and similarity to existing groups. Every contact receives a persona ID that becomes a stable attribute you can use in segments and campaigns immediately.

Exploring your personas

The index page shows every persona as a bar in a distribution chart. You can:

Search for a persona by name
Sort by name, contact count, or average LTV
Click any persona to view its detail page

Persona detail page

Click into any persona to see the full profile: who they are, key traits, motivations, typical behaviors, additional metrics (average order value, purchase frequency, LTV), and top product categories.

A sample contacts table at the bottom shows up to 10 representative contacts. Toggle the LTV, Last Purchase, and Top Categories columns to see more detail per contact.

Chat with your personas

Click Chat With Personas from the index page or Open Chat from any detail page to start a conversation. Learn more about Simon AI Chat.

Two modes are available:

All Personas — Get strategic insights across your entire persona set. Ask questions like "Which persona would respond best to a discount offer?" or "Give me an overview of my top personas"
Specific Persona — Chat directly with a persona character. The AI responds as that persona in first person, so you can test messaging ideas and get authentic reactions. Try "What kind of emails actually get you to open them?" or "If you saw a 20% off sale, would that get you excited?"

Select a different persona from the dropdown at the top of the chat to switch modes and start a new conversation.

Create a segment from a persona

Click Create Segment on any persona's bar item or detail page. Simon creates a segment containing all contacts in that persona and redirects you to the segment editor, where you can refine criteria or activate it immediately.

Renaming personas

If renaming is enabled for your organization, click any persona name to edit it inline. The update applies across the index page, detail page, and chat.

Availability

AI Personas is in limited access. Contact your account manager for activation details.

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How personas are generated
Simon AI analyzes demographic attributes, purchase behavior, browsing depth, recency, frequency, and cross-category patterns from your data warehouse. Contacts are grouped based on multi-dimensional behavioral similarity. Assignments refresh as behavior changes, so your personas stay current without manual work.