An AI That Starts With Context
One of the biggest problems with using general-purpose AI for business is the amount of context users have to provide.
Every new task can mean explaining the company again: what it does, who its customers are, what it offers, how it communicates and what makes it different.
The AI may be capable of helping, but the user still has to do a considerable amount of the groundwork before getting useful results.
We believe that should work differently.
When a business owner signs up for Butler and provides their company details, Butler begins researching the business using publicly available online information. It looks into the company, its activities, its products or services and other relevant information to build an initial understanding of the business.
This happens before the user sends their first message.
The idea is simple: instead of starting with an empty conversation, Butler starts with context.
Understanding the Business Before the Work Begins
Business information is not just a collection of company details. It is the foundation for making useful decisions.
A social media post for a restaurant should not sound like one for a software company. A campaign for a local retailer should not follow the same approach as one for a professional services firm.
Without understanding those differences, AI-generated work can quickly become generic.
Butler's initial research is designed to reduce that gap.
By combining the information provided during onboarding with relevant publicly available information, Butler prepares business context that can be used throughout the conversation.
The user can then continue working with Butler in one continuous conversation, rather than repeatedly starting separate conversations and explaining the same background.
As the conversation develops, users can provide additional details, clarify information and build on the context already established.
The goal isn't to make people better at explaining their work to AI. It's to make AI better prepared to understand the work.
One Continuous Conversation. More Useful Context.
Butler Core provides a continuous AI conversation rather than treating every request as an entirely separate interaction.
This matters because real work rarely happens in isolated prompts.
A business owner might first discuss a product, then work on its positioning, prepare a campaign and later ask for changes to the content. Those tasks are connected.
Butler is designed around that continuity.
Instead of repeatedly explaining the same background, users can build on previous discussions and work with the context already available.
Butler Core chat is free to use. Specialised capabilities are available through Butler's modules, each designed for a particular category of work.
The first of these modules is Presence.
Introducing Presence: A More Considered Approach to Social Media
Maintaining a social media presence involves considerably more than publishing something every day.
Businesses need to understand what is relevant to their audience, what is happening in their industry, which topics are worth discussing and how content should be presented on each platform.
They also need to maintain a consistent identity while producing different types of content.
This is where Presence comes in.
Presence is Butler's social media module, designed to help individuals and businesses manage their social media content and publishing workflow.
It can create posters, carousels and Reels, along with the accompanying captions, copy and other content elements.
But the process does not begin with randomly generating a design or writing a caption.
Research Before Creation
Before creating content, Presence researches relevant topics, trends and content approaches based on the business and its intended audience.
It considers what is relevant to the subject, what formats are being used and what may be appropriate for the platform.
The objective is to make content more considered and relevant, rather than simply producing another generic social media post.
The same approach applies to the written elements.
Captions, hashtags and supporting copy are researched and tailored to the content, business and intended platform. They are not simply added as generic extras.
For example, content prepared for Instagram should follow an approach suited to Instagram. The language, format, caption and supporting elements should make sense together.
Presence also supports content creation in a wide range of languages, helping businesses communicate with audiences across different linguistic markets.
From Posters to Reels to Publishing
Different content formats serve different purposes, and Presence is designed to work across them.
- Posters: Create visual posts for announcements, promotions, products, services and other business updates.
- Carousels: Develop multi-slide content that can present information, explain ideas, showcase offerings and communicate stories in a structured format.
- Reels: Create short-form video content using research-led topics and relevant creative approaches. Reels are available to paid users.
The work does not stop when the content is created.
Presence also supports publishing, bringing content creation and social media management into a connected workflow. Instagram is its primary supported platform at present, with Facebook and LinkedIn integrations planned next.
The aim is to reduce the amount of manual work involved in maintaining a business's social media presence.
Not Another Promise of Viral Content
There is no shortage of tools promising more views, more followers and more engagement.
That is not the promise behind Presence.
No tool can honestly guarantee that a particular post will go viral, generate leads or deliver a specific amount of reach. Social media performance depends on multiple factors, including the audience, platform, timing, competition and the content itself.
Presence focuses on something more practical: helping users maintain a consistent, relevant and thoughtfully managed social media presence.
Research before creation. Content suited to its platform. A connected workflow from creation to publishing.
That is the direction.
What's Next for Butler
Presence is the first specialised module in Butler, but it is not the entire product.
Butler is being developed as a modular AI agent, with specialised capabilities intended for different kinds of tasks and workflows.
As more modules are introduced, users will be able to work with Butler across a wider range of activities without having to rely on a collection of disconnected tools.
The long-term direction is to make Butler a place where people can bring their work, explain what needs to be done and use specialised capabilities to get it done.
For now, we're taking that forward one module at a time.
Butler is available with free Core chat, and Presence is publicly available with a three-day free trial.