What Orsa AI Can Do — and What It Can't

This guide lists what Orsa AI, the AI assistant in Orsa, can do in the main chat on the Organize page. Use it to check whether Orsa AI can help before you ask, or to understand why it said no.

Orsa AI does three kinds of things:

Looks things up. It reads your brand, content, performance, Discover and the web. This happens on its own, with no card.
Adds or changes things. It suggests a change as a card, and nothing is saved until you click Approve. The one exception is saving notes to Brand Memory.
Hands work to specialists. For bigger jobs, like a full script or a batch of ideas, it asks a specialist and reports back. See Specialists and Task Plans.

New to Orsa AI? Start with Meet Orsa AI.

Quick start (5 minutes)

Open the Organize page and click Ask Orsa AI.
Ask a lookup question, like “Which of our posts did best last month?” Orsa AI checks your numbers and answers. No card appears.
Ask for a change, like “Add a sub-pillar called ‘Customer stories’ under our Community pillar.” Orsa AI shows a card that says Orsa AI wants to create a new sub-pillar.
Click Approve to save it, or Cancel to drop it.
Ask for something Orsa AI can’t do, like “Schedule this for Friday.” Orsa AI tells you it can’t and points you to where you do it yourself.

What Orsa AI looks up about your brand

Orsa AI already reads your About text, Playbook, Brand Memory, pillars, audiences, active strategy, campaigns, active channels, recent content groups and team before every reply. See Meet Orsa AI.

When your request needs more, Orsa AI looks up:

Your Brand Kit: fonts, colors, and voice and tone.
Your products and promotions: prices, features and current promotions. Orsa AI only sees products marked Active.
Your connected accounts and posting schedules.
Full audience profiles: pain points, desired outcomes, buying habits and more, beyond the short version Orsa AI always has.
Upcoming dates in the next six weeks: national days that fit your brand, and entries on your Timeline. Orsa AI finds a Timeline entry by its first start date only, so older repeating entries are missed. See How Orsa AI uses your Timeline.
Google reviews for your locations. It can pull recent reviews, search them by topic, or filter by star rating.

Example: a dentist asks “What do patients praise most in our reviews?” Orsa AI searches the practice’s Google reviews and sums up the top themes, like “gentle with nervous patients”.

What Orsa AI looks up about your content

Orsa AI can search or open any of these for your brand:

Ideas on your Ideas board, with their fields, sub-pillars, campaign, tasks, comments and linked content.
Video scripts, scene by scene.
Designs, with their caption and text.
Blogs and documents, in full.
Marketing emails: subject, preview text and body.
Your published social posts, with their captions and what’s in them.
Library files you tag with @file: name, type and AI description.
Scheduled content coming up: design posts, blogs and marketing emails with a scheduled date ahead.

Orsa AI searches by keyword and meaning, so “posts about our summer menu” finds posts that never use those exact words.

To point Orsa AI at one item, tag it. See Mentions and Files.

What Orsa AI looks up about performance

Orsa AI can check how your content is doing:

Brand snapshot: reach, engagement rate, content published and follower growth, compared with the period before.
Top and bottom posts over a date range, ranked by the number you care about, like engagement rate.
Pillar coverage: which pillars you’ve posted about enough, which you’ve neglected, and the pillar mix of what’s scheduled.
Posting schedule check: whether you posted as often as your schedules say, and which slots you missed.
One idea or design: how it did once posted, when Orsa has matched it to a published post.
Your saved reports and their AI analysis.
A fresh analysis of one connected account over a date range. This is slower, and the result only lives in the chat. It isn’t saved as a report.

These numbers come from your brand’s channels. For how the numbers are worked out, see How Metrics Are Calculated.

What Orsa AI looks up in Discover and on the web

Discover. Orsa AI reads what your brand tracks in Discover:

recent posts from accounts you track, with their numbers,
breakout posts that did much better than usual (Signals),
matches for your custom signal rules,
your Swipe File and the notes on it,
your list of Discover sources.

The web. Orsa AI can search the web for news, trends or a competitor’s page, and read a page in full. It links to the pages it used. If you paste a link, Orsa AI can read that page too.

Example: a gym owner asks “What are other gyms near us posting about this month?” Orsa AI checks the tracked gym accounts in Discover, then searches the web for local fitness news, and links to its sources.

What Orsa AI can add or change

Everything below shows a card first. Nothing is saved until you click Approve. See Approving Orsa AI’s Actions.

What	What Orsa AI can do	Asks first?
Content ideas	Add a new idea, change an idea’s title or description, link a script, design or blog to it	Yes
Content pillars	Add a pillar, change its name or goal	Yes
Sub-pillars	Add one, rename it, archive it	Yes
Audiences	Add an audience, change its details	Yes
Video scripts, documents, marketing emails	Create a new draft, written by a specialist	Yes
Existing scripts, documents, emails	Change the title, status, linked idea, a script’s platform, length or speaker, an email’s preview text	Yes
Designs	Turn slides a specialist made into a new design	Yes
Brand Memory	Save a note, correct or archive a note it saved earlier	No, saved straight away

Memory saves happen without a card. Check the Noted by AI entries on your Memory tab now and then. See Brand Memory.

For drafts and designs, see Drafting Assets and Designs.

What Orsa AI can’t do

Orsa AI helps you plan and draft. You stay in charge of everything else.

It can’t publish or schedule. Orsa AI can’t post to your accounts or set a post time. Schedule from the design yourself. See Scheduling a Post.
It can’t change your Calendar, Timeline, campaigns or strategy. Orsa AI reads your strategy, campaigns and upcoming Timeline dates, but it can’t add, move or edit them. Make those changes on the Calendar, Timeline and Strategy pages.
It doesn’t work on its own. Orsa AI only works when you send a message. It doesn’t check in, send alerts, run on a schedule or post daily summaries. It only carries on by itself to finish what you asked, like reporting back when a specialist is done.
It can’t take uploads in the chat. There’s no upload button. Upload to your Library first, then tag the file with @file. See Mentions and Files.
It can’t edit what’s written in a script, document, email or design from the main chat. It can change details like the title and status. To change the words, open the item and use its Orsa AI tab. See Orsa AI in the Editors.
It can’t delete anything. Orsa AI can’t delete ideas, pillars, drafts or designs. It can archive a sub-pillar, after you approve.
It can’t change your brand setup. Your Brand Kit, Playbook, products, channels, schedules, Discover sources and signal rules are read-only to Orsa AI. It can tell you what to change and where.
It can only fill in custom text, link and number fields on an idea, and it can’t create tasks. Other fields and tasks are set on the idea itself. See Working on an Idea.
It can’t see pictures. For images and videos, Orsa AI reads the file’s name and AI description, not the picture itself.
It can’t see what’s on your screen. The main chat doesn’t know which idea or page you have open. Tag the item instead.
It can’t see other people’s chats. Your chats are private, and so are your teammates’. See Conversations and History.
You can’t pick the AI model. There’s no model picker.

If Orsa AI says it did something on this list, it didn’t. Check the item where it lives, and tell Orsa AI it can’t do that.

What Orsa AI can do inside the editors

The Orsa AI tab inside the Design, Document, Transcript and Marketing Email editors works on that one item. It can change the item itself, like rewriting a section or adding a slide, always with a card first.

The editor chats can do less looking up than the main chat. For example, they don’t read Discover, performance or the web. For big-picture questions, use the main chat on the Organize page.

See Orsa AI in the Editors.

Ideas for using what Orsa AI can do

Check before you plan.

A florist asks “What have we got scheduled for the next two weeks, and which pillar have we been neglecting?” Orsa AI lists the scheduled posts and points out that Care tips hasn’t had a post in a month.

Turn reviews into content.

A café asks “Find our 5-star reviews that mention the staff and give me 3 post ideas from them.” Orsa AI searches the reviews and shows 3 idea cards.

See what’s working nearby.

A hair salon asks “Which posts from the salons we track did unusually well this month?” Orsa AI checks Discover’s breakout posts and explains what they have in common.

Fix your strategy basics.

A plumber asks “Our audiences are thin. Can you fill in pain points for our ‘Homeowners’ audience?” Orsa AI shows Orsa AI wants to update a target audience with the new details.

Tips for the best results

Name the time frame. “Last 30 days” or “since March” gets you the right numbers.
Name the account. For a fresh analysis, say which account, like “our Instagram”.
Track sources in Discover first. Orsa AI can only report on accounts and sites your brand tracks. See Discover Sources.
Mark products Active. Orsa AI doesn’t see inactive products.
Ask for sources. For anything from the web, ask “Link me to where you found that.”
Use the right chat. Use the main chat for planning and lookups, and the editor’s Orsa AI tab for changing what’s written in an item.

Common questions

Can Orsa AI post or schedule for me? No. Orsa AI can’t publish or schedule. Schedule from the design yourself. See Scheduling a Post.

Can Orsa AI add something to my Calendar or Timeline? No. Orsa AI reads upcoming Timeline dates but can’t add or change them. Add them on the Timeline or Calendar.

Will Orsa AI remind me or check in on its own? No. Orsa AI only works when you send a message.

Orsa AI says it can’t see a competitor’s posts. Orsa AI only sees accounts your brand tracks in Discover. Add the account as a source, or ask Orsa AI to search the web instead. See Discover Sources.

Orsa AI didn’t mention one of our products. Orsa AI only sees products marked Active. Check the product on your Products page.

Orsa AI doesn’t know about our anniversary or a repeating event. Orsa AI only finds a Timeline entry by its first start date. Add a One Time entry for this year’s date. See How Orsa AI uses your Timeline.

Orsa AI’s answer about performance has no numbers. Orsa AI’s numbers come from your brand’s channels. Check that each channel has your real Account Handle and is Active. Orsa brings in your public posts once a day, so a new channel has no numbers on the first day. See Content Channels and Schedules.

Can Orsa AI change a script’s words from the main chat? No. It can only change details like the title and status. Open the script and use its Orsa AI tab. See Orsa AI in the Editors.

Can I share a photo with Orsa AI? Yes, but not by uploading in the chat. Upload it to your Library, then tag it with @file. See Mentions and Files.

Does Orsa AI use AI credits? Yes. Orsa AI’s replies use your brand’s AI credits, and so do designs it has made for you. See Credits and Limits.