The difference
| Context | Skills | |
|---|---|---|
| What it is | What’s true about your brand, product, and audience | A repeatable method for doing a job the same way each time |
| Format | Free-text files, notes, and CSVs | A named, step-by-step procedure |
| The agent | Reads it for facts and voice | Runs it as a workflow |
| Examples | Brand voice, ICPs, claims, reviews, winning ads | Weekly account audit, competitor analysis, a QA check, a concept formula |
| Scope | Workspace, brand, or product | Workspace, brand, or product |
| Usage | Applied automatically whenever it’s assigned to the scope you’re working in, like the brand or product | Used only when you call it: type / to pick a skill, or describe the job so the agent matches it (ask for an “ad audit” and it runs your ad-audit skill) |
| Also | Versioned and self-updating | Uses tools, runs on a schedule, starts from an expert template |
When to reach for which
Use context for facts
Anything that should hold across many ads: your voice, claims, products, ICPs, and proven winners.
Use a skill for a workflow
Anything you’d run the same way each time: a weekly report, a research method, an approval check, a hook formula.
A quick test: if you’d write it as “this is true…”, it’s context. If you’d write it as “do these steps…”, it’s a skill.
Skills go a step further
A skill isn’t just a saved prompt. Once written, it can call the agent’s tools, run on a schedule so a job happens on its own, and start from an expert skill, a prebuilt template you adopt and tweak rather than writing from scratch.Set up your context
The knowledge every ad is built on.
Write a custom skill
The full how-to for saving repeatable workflows.