Groundwork: the brand brain
One place your company's knowledge lives, so every AI tool draws from the same source.
Groundwork is the structured record of your company that every AI tool answers from: your positions, your voice, your history, your market. We call it a brand brain, because that's what it does. Build it once, and ChatGPT, Claude, and Gemini stop guessing and start answering as you.
Book a Working SessionA brand brain is your organization's knowledge, structured so AI can read it. MKTNG builds it as Groundwork, in the Open Knowledge Format, and it feeds your team's tools, your agents, and your website.
Groundwork is your company's knowledge, structured for AI to read.
Your team already holds the answers to who you are, what you stand for, and who you serve. Most of it lives in people's heads, old decks, and scattered docs. Groundwork gathers that into one structured source your AI tools connect to, so the answer they give is your answer.
It's a source your tools read, every time someone asks them to write, summarize, or answer on your behalf.
The same record runs your agents and your website.
A brand brain built the usual way lives inside one tool and dies when the subscription lapses. Groundwork is different on purpose. It's a set of plain files, written in the Open Knowledge Format, an open specification from Google Cloud, that your team can read in any editor and that any AI agent can read without translation.
That's what makes it more than a style guide. The same record that keeps ChatGPT and Claude on-voice for your comms team is the record the Revenue Agent qualifies leads from, and the record your website and your proposals render from. One correction fixes all of them.
Without one, every tool tells a different story.
Ask two people on your team the same question and their AI tools will give two different answers, because each one is working from its own scraps of context. Run the five-minute version on the AI hub.
Groundwork closes that gap. Same source, same story, every tool, every person.
What goes into Groundwork.
Knowledge
Your positions, your history, your facts, your numbers. What's true about your organization, written down once and kept current.
Voice
How your organization actually writes: the words you use, the ones you avoid, the register your audience expects.
Audience
Who you're accountable to, what they already believe, and what they need to hear next.
Guardrails
The lines you don't cross. What your organization won't say, and the claims it can't make.
Together they turn a general-purpose AI into one that answers like it works for you. All of it is written in the Open Knowledge Format, an open specification from Google Cloud, in files you own.
It sits under the tools your team already uses.
Groundwork sits under ChatGPT, Claude, or whatever your team prefers, so each tool pulls from the same source. Nobody changes how they work. The output just starts sounding like you and stops contradicting itself across desks.
Kept current, it holds your knowledge even as the team changes. New hires inherit it. Departures don't take it with them.
A style guide is for people. Groundwork is for the machine.
People have to remember to open a style guide. The machine reads Groundwork every time. A style guide tells your team how to sound. Groundwork makes the tools sound that way by default.
For access, permissions, and where data lives, read how Groundwork handles access, privacy, and security.
It starts with a Working Session.
One conversation with your team about where you want AI to take the company, and what you're working with today. It's step one of six, and the start of Discovery and Roadmap.
Book a Working SessionTell us about your work, and the people it's for.
Questions we get
What is Groundwork?
Groundwork is the structured record of your company that everything we build reads from: your website, your proposals, your agents. It holds what is true, how you talk, who you serve, and what you will not say, in open-format files you own. We call it a brand brain. If you searched for an AI knowledge base, this is ours.
What goes into Groundwork?
Four things: your knowledge (positions, history, facts), your voice (how you actually write), your audience (who you are accountable to), and your guardrails (the claims you will not make). Together they turn a general AI into one that answers like it works for you.
How is Groundwork different from a style guide?
People have to remember to open a style guide. The machine reads Groundwork every time. A style guide tells your team how to sound. Groundwork makes the tools sound that way by default.
How is Groundwork different from ChatGPT custom instructions?
Custom instructions live in one person's account and leave when they leave. Groundwork is shared across the team and the tools, kept current, so it holds your knowledge even as people come and go.
Do all our AI tools need to connect to it?
Each tool that connects pulls from the same source, so the more of them that do, the more consistent your output gets. It works with ChatGPT, Claude, Gemini, and whatever your team already prefers.
Is Groundwork the same as a knowledge base?
It is a knowledge base structured specifically for AI to read, written in the Open Knowledge Format so any editor and any agent can open it. A traditional knowledge base is built for people to search. Groundwork is built for your tools to answer from. If you searched for an AI knowledge base, this is ours.
What is the Open Knowledge Format?
An open specification published by Google Cloud in 2026 for representing organizational knowledge as plain, portable files that both people and AI agents can read. We build every Groundwork record in it so the record is never locked to one vendor, one tool, or to us.