> For the complete documentation index, see [llms.txt](https://docs.goodfit.io/goodfit-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.goodfit.io/goodfit-docs/product/personas-and-contacts/personas.md).

# Personas

### What is a Persona?

A persona is a reusable definition of the type of buyer or stakeholder you want to identify across every target account. 

Traditionally, personas have been built using keyword rules—for example, "VP OR Director" AND "Sales Operations"—which assume that job titles accurately reflect responsibilities. 

AI Personas redefine this by describing the responsibility you're looking for instead, such as "the person responsible for deciding which accounts the sales team should target." Rather than matching keywords, an AI model reasons over each individual's career history, job titles, tenure, organisation structure, location, and other signals to identify who actually owns that responsibility. The result is a more accurate, continuously updated set of contacts that reflects how experienced sales reps identify buyers, rather than relying on job titles alone.

### Creating a Persona

In order to enrich companies with contacts, navigate to the Personas section and create a new keyword persona.

<figure><img src="/files/iI4S2S3iSBDT6ujxz2lf" alt=""><figcaption></figcaption></figure>

Depending on your package and feature access, there are two types of persona:

* [Keyword based persona](/goodfit-docs/product/personas-and-contacts/personas/keyword-personas.md): Keyword Personas are used to identify employees based on job title keywords and other boolean filters.
* [AI personas](/goodfit-docs/product/personas-and-contacts/personas/ai-personas.md): AI Personas use AI reasoning—not keyword matching—to identify the right decision-makers for every account, continuously keeping CRM contacts accurate and up to date as people and responsibilities change.

Once a persona is defined in this screen it can be re-used across various segments. If you update the persona thats in use in segments, you will be warned when you save.&#x20;