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Yes, through the persona and the communication guidelines. Be concrete, and keep the personality out of it.
Where to set it
- The persona on the AI agent, for how it talks to customers.
- Communication guidelines, for how AI writes on the agent-facing side.
Be specific or it does nothing
"Friendly and professional" describes every support team that has ever existed and changes nothing. "Short sentences. Informal address. No more than one apology. Always say what happens next" produces a recognisable voice.
Derive it from your own replies
Read ten replies from whoever on your team writes well and write down what they do. That is a more accurate description of your tone than anything composed in the abstract.
State the formality explicitly
In languages that distinguish formal and informal address, say which. It is the first thing a customer notices and the easiest thing to leave unspecified.
Personality is not the goal
Jokes and character land badly with somebody who has a problem, and they age quickly. Warmth in support is being clear, brief and honest about what happens next.
Prohibitions carry the most weight
"Never apologise twice", "never promise a date", "never use internal terms". A generative system follows a prohibition more reliably than an aspiration.
Check it in every language
A tone that reads as friendly in one language can read as flippant in another. Have a speaker read a few real replies rather than assuming the translation carries the register.
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