Brand Voice AI amplifies Copy Assistant, Subject Line Assistant, and AI Journeys so that your messages and subject lines sound even more like your brand’s unique voice. Our best-in-class model crafts messages on your behalf in your brand’s unique tone and voice by analyzing your past messages sent via Attentive to help you create—in real time—message copy and subject lines that truly embody your brand.

You can use Brand Voice AI if you have AI Pro or AI Journeys. You can configure Brand Voice AI in Brand Kit.

If you’re interested in using Brand Voice AI to maximize revenue and boost ROI, sign up and learn more about Attentive AI™️ or reach out to your Attentive CSM.

Review and fine-tune Brand Voice AI in Brand Kit

Brand Voice AI works out of the box to make Copy Assistant, Subject Line Assistant, and AI Journeys truly embody your brand’s unique tone and voice.

You can optionally choose to review and adjust your brand voice settings in Brand Kit, and you can always review and edit copy or email subject lines created by Attentive AI.

1. On the left side panel, click Brand Kit or click the settings icon while composing a text message or writing an email subject line.
2. Along the top menu that appears, click Brand voice. On the right side panel,  you can preview example messages that Brand Voice AI could create for various messages. New previews are generated as you adjust settings and click the refresh icon.

3. (Optional) Provide additional context that informs AI how to represent your brand

   a. Update Identity: What your brand stands for and who you’re speaking to
   

   b. Update Personality: How your brand should sound in AI-generated message
   

   c. Update Rules: Technical preferences and constraints

4. Click Save settings.

Best practices for brand voice

A strong brand voice summary helps the AI generate messages that sound like your brand — not a generic marketing bot. Here are a few principles to keep in mind when writing or refining yours.

Keep it concise. The brand voice summary feeds directly into every AI-generated message. Shorter, crisper instructions perform better than long paragraphs. Aim for clear, actionable guidance a human copywriter could follow on their first day.

Distill principles, don't just provide examples. It's tempting to paste in sample messages, but the LLM will latch onto specific phrasing and repeat it. Instead, extract the why behind your best messages. If your brand always uses short, punchy fragments — say that. If you never use exclamation marks — say that. Principles generalize; examples get parroted.

Know what to cover. A good brand voice summary answers three questions:

• Identity — What does the brand offer, and why does it matter? This is your value prop and target audience. Think: mission, product positioning, and who you're talking to.
• Personality — How does the brand feel and sound? This covers tone, sentence structure, brand-specific language, how you talk about products, and how you address the customer.
• Rules — How should the writing actually work? This is the structural stuff: sentence length, punctuation preferences, how to reference products, whether to use "you" or keep it impersonal.

Be specific. Vague instructions like "sound like our brand" are hard for the AI to act on. Instead, give concrete direction: "Use short declarative statements," "Favor periods over exclamation marks," "Never address the reader directly." The more precise the instruction, the better it works.

Configure Brand Voice exclusions

In the Exclusions section, you can specify keywords, emojis, phrases, acronyms, or single characters that should not be used in message copy Attentive AI helps you generate. This helps ensure your messages align with your brand’s voice and helps avoid sensitive topics.

To exclude a keyword, emoji, phrase, acronym, or character, type it in the text box and press return. Click X to remove an exclusion. Brand Voice previews immediately incorporate your exclusions.

Notes on exclusions

• Limit: You can add up to 50 exclusions.
• Exact match: Exclusions require an exact match. For example, excluding the word sale won’t prevent the word sales from appearing in message copy — you’d need to add both terms.
• Capitalization doesn’t matter: Matching isn't case sensitive, so excluding Love also excludes love and LOVE.
• Emojis: You can exclude specific emojis (e.g., 🔥). However, this doesn’t block related words (e.g., excluding 🔥 doesn’t exclude the word fire).
• Phrases: You can exclude phrases of up to ten words.
• Special characters: Punctuation and special characters (like !, @, ") can be excluded.

Best practices for exclusions

• Be specific: Because exclusions use exact matching, think about different variations or forms of words that you want to avoid. If you want to exclude the words run, running, or ran, you’ll need to add all three as separate exclusions.
• Avoid common words: Don’t add extremely common words (such as a, is, or the) as exclusions. Excluding these words can significantly limit Brand Voice AI’s ability to generate useful and natural-sounding message copy.

Access Brand Voice AI settings while creating messages and subject lines

You can always open Brand Voice AI settings while creating text messages or email subject lines.

Open Brand Voice AI settings while creating campaign or journey text messages

While creating a campaign or journey text message, click the settings icon to see and configure Brand Voice AI settings.

Keep in mind that the options to adjust messages by making them shorter, adding urgency, etc., apply only to the message you’re composing. If you want to adjust settings that apply to all of your messages, use the advanced settings in Brand Voice.

Open Brand Voice AI settings while creating an email subject line

While creating an email subject line with Subject Line Assistant, click the settings icon to see and configure Brand Voice AI settings.