Overview

bmai is our white-label AI platform. It lets you run bro — a capable, tool-using AI assistant — as your own product: your name, your colors, your host, your users, connected to your own tools. You bring the brand and the data; bmai brings the assistant.

If you have users who need help, answers, or actions taken on their behalf, bmai gives you a production assistant without building one.

What bro is

bro is the assistant. One shared, multi-tenant brain serves every white-label — but each tenant is fully isolated and fully branded, so your users only ever see your assistant. bro can:

• Answer questions in natural language, with streaming responses and Markdown formatting.
• Act by calling tools — your tools — to read and change your users' data, always within permissions you control.
• Hand off to a human when a conversation needs a person.

The same brain, rendered as your brand. Nothing about bro names our brand to your users unless you want it to.

What you get as a white-label

• Your own branded assistant. A tenant with your name, logo, colors, welcome copy, and voice. See Getting started.
• Your users. Your users reach the assistant on your host — signed in with your own identity, or as anonymous guests if you allow it. Their conversations, history, and data stay scoped to your tenant.
• Your tools. Connect your own MCP server so bro can act on your users' data — look things up, make changes, run your workflows. See Connecting your tools.
• Human handoff. When the assistant reaches its limit, a real person on your team can step into the same conversation. See Human support & handoff.
• Usage & analytics. See how much your assistant is used, per provider and over time, against your plan's limit. See Usage & analytics.
• Governance. Choose which features are on, whether users pick a model or get one default, and where your limits sit. See Governance & model policy.

How your users reach it

You choose the channel — often more than one:

• A hosted page on a host you control (for example assistant.yourdomain.com), pointed at your tenant.
• An embed on your own site or app — bro drops into a panel or a chat bubble, on your pages.

Either way, your users see your brand, not ours. Setup is covered in Getting started.

Where bmai fits

bmai is the same technology that powers our own assistant — and it already runs live for outside partners, not just for us. That is the point: bmai is universal. There is no special-case code for any one client. Every white-label is "just another tenant," configured, never hand-coded — which is exactly why your assistant is stable, upgradeable, and gets every improvement the platform ships.

A note on honesty. These docs mark what is live today versus rolling out on each page, plainly. Where a capability is still being switched on for white-labels, we say so — you should never be surprised by a gap.

Explore the section

• Getting started — your tenant, your host, your branding, embedding.
• The assistant experience — what your users actually see.
• Governance & model policy — features, model choice, limits.
• Usage & analytics — how much it's used, and against what limit.
• Human support & handoff — bringing a person into the chat.
• Connecting your tools (MCP / OAuth) — let bro act on your users' data.
• Managing from chat — run your tenant conversationally.