Work / Tone of Voice & AI assistants
Tone of Voice & AI assistants
Content design (cross-functional project)
Creating a cross-channel communication framework and AI tools to scale consistent language across teams.
TL;DR
A cross-team Tone of Voice system supported by AI tools.
→ Unified communication across channels
→ Scaled through AI assistants used by multiple teams
→ Improved consistency and speed of content creation
Context
Plus is a large organization communicating with customers across multiple digital and offline channels. As the company grew, the tone of communication became inconsistent across channels, teams, and use cases.
To address this, a cross-functional initiative was launched to define a unified Tone of Voice and establish clear communication principles.
I joined the project as a representative of the UX team.
Approach
We worked in a cross-functional team of five, representing UX, analytics, direct communication, campaigns, and SEO.
We started by defining how we want users to feel when interacting with the brand. Based on this, we reviewed existing communication across channels and categorized examples into content we want to keep and content we want to move away from.
We also defined how tone should adapt depending on context, for example: SMS messages, marketing campaigns, website content, and long-form articles all require different levels of formality and detail.
Outcomes
The project resulted in a comprehensive Tone of Voice documentation, including:
- channel-specific guidelines,
- shared principles across all communication,
- examples of recommended and discouraged language.
I was responsible not only for contributing to the content, but also for editing and structuring the final document. We presented the work to the entire department.
To support adoption, I identified a gap and took initiative: designing and implementing three AI assistants tailored to different teams. Each assistant included:
- Tone of Voice guidelines,
- contextual instructions for specific use cases,
- curated examples (good and bad), refined with each team.
For the UX team, I extended the assistant with WCAG guidelines, allowing it to support both language and accessibility checks.
The assistants are now used by multiple teams on a daily basis and help speed up content creation and ensure consistency across the organization. They continue to evolve based on feedback and new needs.