People & Avatars
The People page is where GRIDD stores everything it knows about the people in your world — your primary audience avatar, secondary personas, collaborators, and anyone else who matters to your content strategy. The richer these profiles are, the more precisely GRIDD can tailor every idea and script it generates for you.
Where to find it: Click People in the left navigation bar inside your workspace.
Primary vs Secondary Avatars
Every workspace has one Primary Avatar — the core audience persona that GRIDD uses as its default target for all idea generation and script writing. This is your ideal viewer: the person you are creating content for above everyone else.
You can also add Secondary Avatars to represent other people in your ecosystem — secondary audience segments, collaborators, clients, or anyone else relevant to your content. Secondary avatars can be referenced in scripts and ideas but do not replace the primary audience.
- Primary — Your main audience persona. Used as the default target for all AI generation.
- Secondary — Additional people in your world. Can be referenced in scripts and strategy conversations.
What an Avatar Profile Contains
Each avatar profile is a structured dossier that GRIDD builds over time. Profiles are made up of several sections:
Story Arc
The story arc captures the transformation narrative for this person — the journey from where they were to where they are now. It is structured as four beats:
- Before state — Where they were before their transformation. Their starting point, struggles, and frustrations.
- The struggle — The main challenge or obstacle they faced along the way.
- Turning point — The moment or insight that changed everything for them.
- After state — Where they are now. The outcome, result, or new reality.
For your primary avatar, this story arc is used to make scripts more emotionally resonant — GRIDD writes to the journey your audience is on, not just the topic you are covering.
Facts Learned
As you have conversations with your Creative Director, GRIDD passively listens for facts about the people you mention. If you say something like "my audience is mostly founders who have already tried paid ads and got burned", GRIDD extracts that as a fact and stores it against the relevant avatar profile.
Each fact shows its source — whether it came from a chat conversation, was manually added, or was captured during onboarding. You can see all learned facts in the Facts Learned section of any avatar profile.
Connections
The Connections section shows other avatars or people linked to this profile — for example, a secondary avatar who is a collaborator of your primary audience, or a client persona connected to a partner persona. Connections help GRIDD understand the relational context around the people in your world.
Product Mention Style
For each avatar, you can specify how your product or offer should be mentioned when this person is the target audience. This includes:
- Mention style — How the product should be referenced (e.g. "natural, never salesy", "only at the end as a soft CTA").
- Voice notes — Any specific notes about how to speak to this person or what language resonates with them.
How GRIDD Learns From Conversations
One of the most powerful aspects of the People feature is that GRIDD learns automatically. You do not need to manually update avatar profiles every time you learn something new about your audience — your Creative Director does it for you.
When you mention a person or describe your audience in a chat conversation, GRIDD identifies who you are talking about, extracts any new facts or observations, and queues them for confirmation. You will see a prompt asking you to confirm whether the extracted facts are accurate before they are saved to the profile.
Note: GRIDD only saves facts after you confirm them. It will never silently update an avatar profile without your awareness. If a suggested fact is wrong or out of context, you can dismiss it.
Creating and Editing Avatars Manually
Creating a new avatar
- Go to the People page
Click People in the left navigation bar.
- Click "Add Person"
A form appears asking for the person's name, their relationship to your brand (primary audience, collaborator, client, etc.), and their product role if relevant.
- Fill in the profile
Add as much detail as you have. You can always come back and add more later — profiles are meant to grow over time.
- Save the profile
The avatar appears in your People grid and is immediately available for GRIDD to reference in future generations.
Editing an existing avatar
Click any avatar card to open their full profile. Click Edit profile to enter edit mode, where you can update any section — the story arc, product mention style, voice notes, and more. Click Save when you are done.
Primary avatar tip: Your primary avatar profile is set up during onboarding, but it is worth revisiting it every few months. As your audience evolves and you learn more about what they respond to, updating the story arc and facts makes a noticeable difference in the quality of your ideas and scripts.
How Avatars Affect Your Content
Avatar profiles are not just stored data — they are actively used by GRIDD every time it generates something for you:
- Idea generation — GRIDD uses your primary avatar's story arc, struggles, and facts to generate ideas that speak directly to where your audience is in their journey.
- Script writing — The emotional beats of your primary avatar's transformation are woven into your scripts — hooks reference their pain, body copy speaks to their journey, and CTAs address their desired outcome.
- Creative Director conversations — When you ask your Creative Director for strategy advice, it references your avatar profiles to ground its recommendations in the real people you are trying to reach.