Core concepts
The mental model behind Reeve — your AI team, Brands, the surfaces, goals, and autonomy & approvals.
Core concepts
A handful of concepts underpin how Reeve works. Understanding them makes everything else click.
Your AI team
Reeve is your AI business team — a C-suite of AI agents that replaces the agency stack and runs your marketing, support, analytics, and development:
- CEO — orchestrates the team and sets strategy
- CMO — marketing: ads, email and SMS, social, brand, and content
- Concierge — automated customer support across chat, email, and SMS
- Engineer — building, testing, and shipping code
The agents share one persistent memory, so what one learns the others know. You run the team from the cockpit — your logged-in workspace. See Your AI Team for the full picture.
Brands
Reeve is built for multi-brand operators. Each Brand is an isolated workspace with its own:
- DNA — the brand's source of truth: voice, positioning, audience, and product data
- Connected platforms — each brand has its own Shopify store, Meta ad accounts, Klaviyo list, etc.
- Creative and copy output — generated content is scoped to the brand it was created for
You can manage multiple brands from a single Reeve account. Switch between them using the brand switcher in the sidebar — the entire app context (surfaces, data, history) changes to match.
The surfaces
Marketing work flows through six surfaces, each with a specific job:
| Surface | What it does |
|---|---|
| DNA | Brand DNA — the brand's source of truth. Feed it your brief, tone of voice, and product catalog; everything else draws from it. |
| Studio | Image and video creation. Generate ad creatives, product visuals, and cinematic content. |
| Copy | Email, social, blog, SMS, and ad copy. Generate on-brand text for any channel. |
| AdBuyer | Paid ad operations. Manage and launch campaigns across your connected ad platforms. |
| Chat | Conversational interface. Ask questions, get analysis, and orchestrate work across surfaces. |
| Calendar | Content calendar and scheduling. Plan and organize your publishing cadence. |
The surfaces work together: generate an ad image in Studio, write the copy in Copy, then launch the campaign in AdBuyer.
Goals
Instead of running tasks one at a time, you give the team a goal — an outcome to work toward — with a budget and an Approval Gate that pauses the work when spend hits a threshold you set. The team plans the work, executes it, and reports back. See Set a goal.
Autonomy & approvals
You choose how much the team does on its own with Agent Mode — Observer (watch and report), Co-Pilot (suggest, you approve), or Auto-Pilot (runs the show). Whatever the mode, Reeve confirms before money-spending or publishing actions — launching paid spend, sending an email campaign, going live. You can explore, generate, and review freely; nothing irreversible happens without your approval. See Autonomy & approvals.
A goal budget's Approval Gate, the approval queue, and the account-wide Monthly Spending Cap all work together to keep spend under your control.