04
Words in your product's voice, not the internet's.
Left alone, an agent writes in the average voice of every product it has read. Given your tone, terms and the state the user is in, it writes usable first drafts.
Common failure"Oops! Something went wrong. Please try again later." on every error in the product.
Generic"Welcome back! Let's get started."
Specific"3 appointments need confirming today."
The second could only be this product, at this moment.
Generic"Something went wrong."
Specific"We could not save your changes. Check your connection and try again."
Say what happened and what to do next.
Generic"Unlock powerful insights."
Specific"See which clinics are overbooked."
Name the thing.
Gojek describes its tone as clear, casual, witty and empathetic, with a different voice for customers, drivers, merchants and corporate users. A system like that is exactly what an agent needs to be given, and cannot guess.