Lumi is the AI assistant built into BrightSite. Open it with the round sparkle Ask Lumi button in the bottom-right corner of any app screen, or with Lumi AI in the sidebar. This page covers the writing and advisory work Lumi can do for you, which goes well beyond simply making the edits you describe.
Anyone can use it. You do not need to know anything technical, and you do not need to set anything up.
Writing content for you
Lumi can write, not just edit. You give it a topic and it produces a draft.
It writes several kinds of content: blog posts, page copy, landing pages, product descriptions, emails and social posts. When you ask, you can steer it on:
- Tone: professional, casual, friendly, formal or humorous.
- Length: short, medium or long.
- Audience: describe who you are writing for and it adjusts.
- Keywords: words you want worked into the text naturally.
So rather than "write about our new service", try:
Write a medium-length blog post about our new same-day furnace repair service. Friendly tone, aimed at homeowners in Denver. Work in "emergency furnace repair" and "same day".
Coming up with titles
Ask for title options and Lumi gives you a set to choose from rather than one take-it-or-leave-it answer. You can ask for a particular angle, such as a question, a how-to, a list, or something straightforwardly informative, and say how many options you want.
This works for blog posts, pages, emails and social posts.
Search engine help
Lumi does three distinct SEO jobs.
Reviewing a page for SEO
Point Lumi at a page and it analyzes the content and comes back with recommendations: what to improve and why. Give it the keyword you are trying to rank for and the advice gets much more specific.
Writing meta tags
Meta tags are the title and description that appear in Google's results. Lumi can write these for you from the page content, taking account of your target keyword, your brand name, and what kind of page it is. It keeps meta descriptions under the length Google displays, so they do not get cut off mid-sentence.
This is one of the highest-value things to ask for. Most sites have pages with no meta description at all, and Google then invents one.
Suggesting keywords
Give Lumi a topic and it suggests keywords to target. You can also tell it what kind of search intent you are after. Someone looking for information, someone comparing options, someone ready to buy and someone trying to find a specific business all need different keywords, and Lumi tailors the list to whichever you name. You can also give it your current keywords so it suggests things you are not already covering.
Reading your analytics
Lumi can look at your traffic data and explain it, which is more useful than reading the dashboard yourself if you are not sure what you are looking at.
It can pull specific numbers over ranges from today through to the last ninety days: page views, visitors, bounce rate, time on page, your top pages, where your traffic comes from, and campaign sources.
It can also produce a written report on your overall performance, how your content is doing, where your traffic comes from, or how engaged your visitors are, optionally compared against the previous period so you can see whether things are moving.
Beyond the numbers, you can ask it to interpret what it sees: to pick out trends, flag anomalies, spot opportunities, or recommend what to do next. Try:
How did the site do last month compared to the month before, and what should I focus on?
Email campaigns
Lumi can run your email list and campaigns. It can draft a campaign, often from a blog post, send you a test, schedule it or send it, and read the report afterward. It can also add and tag contacts, build segments, and change email settings. Anything that sends email, deletes something, or adds people to your list stops for your approval first. See Email Campaigns.
Draft this month's newsletter from our latest blog post and send me a test.
Tracking your rankings
Lumi can read and manage the rank tracker, local rankings, and AI visibility. Ask what moved in your Google rankings, where you drop out of the Map Pack, or which questions AI assistants answer without naming you. It can also add keywords, set up campaigns, and run a check. See Rank tracker, Local rankings, and AI visibility.
Which keywords dropped out of the top 10 this week, and who outranks us now?
Running your store
When your store is on, Lumi can add and edit products and collections, manage orders, discounts, gift cards, shipping, and tax, and read your sales report: revenue, best sellers, orders to ship, payment problems, and low stock. See Store and Sales reports.
How were sales over the last 30 days, and which orders still need to ship?
Lumi and your website chat
Lumi works for your team inside BrightSite. The chat on your website is a separate assistant that only answers visitors' questions, and its settings are changed in the app. See Website Chat.
Design and layout suggestions
Lumi can advise on how to structure a page before you build it. Tell it what kind of page you need, such as a landing page, an about page or a portfolio, plus roughly the style you want, and it suggests a layout. It can also help design and style reusable components, and write the styling for a page or element.
Managing your team
If you have the right permissions, Lumi can handle team admin: inviting people, removing them, changing their roles, and creating or editing custom roles with specific permissions. Useful when you would otherwise be clicking through settings screens.
You approve the risky changes
This is the part that matters most, and it is what makes Lumi safe to use on a live site.
Routine work, such as reading your site, creating a draft or editing a page, runs straight away. Riskier actions, such as bulk updates, global code, tracking settings, domains, team and role changes, restyling the site and creating a staging site, stop and show an Approval Required card. You can approve it, reject it (and tell Lumi why), or in full-page chat choose Edit & Approve to change the details before it runs.
Destructive actions, such as deletes, restoring an older version, promoting or discarding a staging site and removing a team member, show a stronger warning. A pending approval expires after 5 minutes.
This differs from connecting an outside AI tool to BrightSite. Those tools do not necessarily ask first, and whatever approval prompts the tool itself provides are the only checkpoint you get. If that matters to you, Lumi is the more cautious option.
Changes land as drafts
Approving something does not put it on your live website.
Lumi's edits are saved as drafts, exactly like changes you make by hand. Your live site is untouched until you go and publish. That gives you a second look: review what Lumi produced, adjust anything you disagree with, and publish only when you are happy.
Two practical consequences. First, you can let Lumi work freely without risking your public site. Second, if you asked for something and cannot see it on your website, the likely reason is that it is still sitting as an unpublished draft. See Draft, staged and live and Publishing changes.
Included in your plan
Lumi is included in every BrightSite plan at no extra cost. There are no credits, no balance to top up and no API key. BrightSite reviews unusually heavy use rather than blocking it.
If you connect your own ChatGPT, Claude, or Codex to BrightSite instead, the AI side runs on your plan with that provider, and BrightSite charges you nothing for it. See AI usage and access.
For agencies
- Lumi is the right tool for client-facing staff. The approval step for risky changes and the draft-only outcome mean someone junior can use it on a live client site without much risk. For bulk work across many accounts, an external tool connection is faster. See Connecting an AI tool.
- Permissions still apply. Lumi can only do what the signed-in person's role permits. It is not a way around a restricted role.
- The meta tag and keyword tools scale well. Working through a client site page by page asking for meta descriptions is a quick, high-impact first pass on an account you have just taken over.