# How Generative Contextual Continuity embeds work

Generative Contextual Continuity Embeds keep a viewer's intent across pages and sessions and generate a fresh, relevant onsite video feed as the journey moves on.

These embeds track where a viewer has been, what they've engaged with, and what they're likely to want next. Genuin then generates a feed that evolves with them, so it stays relevant without freezing and scales personalization without manual rules.

Standard embeds reset on every page, and basic contextual feeds react only to the current page. Generative Contextual Continuity Embeds keep adapting, with discovery that stays under your governance.

They apply to onsite embed experiences in your owned web and app environments. Offsite and LLM-driven distribution are governed separately. For the product they belong to, see [Onsite: what it does and where to start](https://begenuin.com/developers/browse-by-products/onsite/onsite-what-it-does-and-where-to-start).

Media brands use them for sticky, session-based content journeys, and commerce and retail brands to guide viewers from discovery to conversion. Growth teams use them to raise time on site and return visits, and product teams to replace static embeds with adaptive feeds.

## How they differ from other embeds

Generative Contextual Continuity builds on [Contextual Continuity](https://begenuin.com/developers/browse-by-products/onsite/contextual-continuity) by adding AI-driven feed generation, not only persistence. Use it when continuity alone isn't enough and the feed has to evolve.

| Embed type | What it does | Limitation |
| --- | --- | --- |
| Standard Embed | Shows a fixed feed | Resets on every page |
| Contextual Embed | Reacts to the current page | No memory |
| [Contextual Continuity Embed](https://begenuin.com/developers/browse-by-products/onsite/what-are-contextual-continuity-embeds) | Preserves journey context | The feed can become stale |
| Generative Contextual Continuity Embed | Preserves intent and generates new content | Requires AI governance |

The feed stays fresh, relevant, and progressive without breaking continuity.

## How Genuin generates the feed

[Supervised Intelligence](https://begenuin.com/developers/browse-by-products/supervised-intelligence/supervised-intelligence-what-it-does-and-where-to-start) combines memory, context, and generation into one ranking and creation loop.

### Context carries across the journey

Genuin keeps these signals as the viewer moves:

- Page and category history
- Content interactions, such as views, sparks, and reposts
- Community and group affinity
- Session-level and cross-session signals, when you turn them on

### Genuin generates the next best feed

Instead of replaying the same content, Genuin expands into adjacent topics and introduces new creators or formats. It also surfaces next-stage content, such as education, then comparison, then commerce.

This avoids fatigue while keeping the viewer's original intent.

### Multi-signal ranking decides what appears

Genuin scores each video with a weighted model:

```text
Final Score =
(Continuity Relevance × Intent Weight)
+ (Context Similarity × Discovery Weight)
+ (Recency × Freshness Weight)
+ (Popularity × Engagement Weight)
```

The resulting feed is personally relevant, contextually consistent, fresh, and performance-aware. For how contextual feeds score videos, see [How contextual feeds choose videos](https://begenuin.com/developers/developer-resources/guides/how-do-i-configure-and-display-contextual-feeds-as-onsite-embeds).

## Where they're used

Brands deploy these embeds on high-intent surfaces.

| Business | Journeys |
| --- | --- |
| Media and publishers | Article-to-article discovery journeys, topic hubs and evergreen sections, creator-led storytelling |
| Commerce and retail | Category > PDP > comparison flows, inspiration > education > purchase journeys, post-purchase re-engagement and loyalty |

## Configure a Generative Contextual Continuity Embed

### Create an onsite embed

1. Go to **Grow** > **On Site** > **Embed** and click **+ New**.
2. Choose the **Embed Type**: **Community Feed**, **Group Feed**, or **Brand Feed**.
3. Set **Feed Mode** to **Contextual Feed**.
   ![The Embed tab under Grow > On Site in your Business Account, with Grow, On Site, Embed, and + New highlighted, beside Embed Analytics for Last week.](https://cdn.sanity.io/images/lnrtvsvr/development/d2e52861690f2fed83530346645b80e249ee20cc-1600x772.jpg)
   *Step 3: Start a new embed from the Embed tab with + New.*
   ![The embed builder for a Group Feed carousel, with Community set to Pets, Group set to Pet Deals & Finds, and the Title settings on the Embed View tab.](https://cdn.sanity.io/images/lnrtvsvr/development/4219f75189f5b7b40bf4df48f08f722160ddc575-1600x785.jpg)
   *Step 3: A Group Feed embed draws its videos from the community and group you pick.*

### Turn on contextual continuity

1. In **Embed Settings**, select **Contextual Feed**.
2. Select **Continuity Mode**.
3. Choose **Session-level or Cross-session continuity**.

### Turn on generative continuity

1. Select **Generative Continuity** to let AI expand the content scope, introduce new but relevant content, and avoid repetition loops.
2. (Optional) Set the discovery aggressiveness to **Low**, **Balanced**, or **High**.
3. (Optional) Set community or group boundaries.
4. (Optional) Set brand or creator restrictions.
   ![The Expand View tab of a Group Feed carousel embed, with Engagement Details highlighted: Enable Engagement Tools on with Spark, Comment, and Share checked, and Enable Redirection on for Community, Group, and User.](https://cdn.sanity.io/images/lnrtvsvr/development/b788e791595e8553fd087ebaeff34f17be704b9c-1600x782.jpg)
   *Step 4: The Expand View tab holds the embed's engagement and redirection settings.*

### Apply restrictions

You stay in control of what the feed can draw from. You can restrict it to:

- Specific communities or groups
- Specific brands or creators
- Content sources, such as UGC, creators, or partners
- Shoppable or editorial content

All content still passes through AI moderation, editorial approval when it's turned on, and audit and activity logs.

## Governance and brand safety

Generative doesn't mean ungoverned. Genuin doesn't create hallucinated or synthetic videos, and content doesn't cross between brands.

Editorial oversight stays in place, and every recommendation is explainable. AI assists discovery, and people stay in control. This matters for regulated industries, enterprise publishers, and retail and commerce environments.

Learn more about [moderation and brand safety](https://begenuin.com/developers/get-started/any-business/moderation-brand-safety).

Because the feed adapts, viewers stay longer and come back. The aim is deeper sessions, lower bounce rates, more return visits, a smoother path from discovery to conversion, and more sustainable content performance.

## Limitations

- **Plans.** The embeds are available on supported Grow plans.
- **Contextual feeds must be on.** Turn on **Contextual Feed** before you turn on continuity.
- **Cross-session continuity needs viewer identification.** Without it, continuity holds within a session only. Learn more about [auto login and SSO](https://begenuin.com/developers/get-started/any-business/auto-login-sso).
- **Generative expansion stays inside your restrictions.** It respects every embed restriction you set.

## See also

- [Contextual Continuity](https://begenuin.com/developers/browse-by-products/onsite/contextual-continuity)
- [How Contextual Continuity embeds work](https://begenuin.com/developers/browse-by-products/onsite/what-are-contextual-continuity-embeds)
- [Deliver contextual feeds with page, user, and location context](https://begenuin.com/developers/developer-resources/sdk/contextual-embeds-how-they-work-and-how-to-configure-them)
- [Create a placement and map it to the shopper journey](https://begenuin.com/developers/browse-by-products/onsite/how-can-contextual-feed-placements-transform-the-consumer-journey-across-your-website-or-app)
- [Generate an embed code in your Business Account](https://begenuin.com/developers/browse-by-products/onsite/how-do-brands-generate-embed-codes-from-business-account)