What should brand guidelines cover for AI experiences?

Brand guidelines for AI experiences should define how AI acts and makes decisions, translating brand values into behavioural expectations before development begins. Wording and appearance still matter, but guidelines also need to connect the experience's actions to customer value and the meaning the brand wants to create over repeated interactions.

Turn brand values into expectations for behaviour

Turn brand values into defined expectations for how an AI experience acts, not just how it sounds. The Frameworks argues that behavioural decisions belong before chatbot development, prompt writing or launch, rather than being added afterwards as a tone-of-voice layer.

A useful starting point is to ask what behaviour the brand wants to demonstrate, what value that behaviour creates for the customer and what brand meaning it conveys. Apply those questions to actions and decisions across repeated interactions. A chatbot handling a frustrated customer, for example, needs guidance beyond the wording of its replies: tone-of-voice rules alone do not address inconsistent behaviour or decisions under pressure.

The Frameworks' discussion with Peat makes the distinction explicit: communication is part of brand behaviour, but not its entirety. Guidelines should connect wider actions back to communications, giving human and AI interactions a shared set of behavioural expectations rather than merely a consistent verbal style.

Sources: The Prompt: Are your brand guidelines ready to deliver behaviour?

How The Frameworks helps

Defining your AI brand behaviour

Your audiences need AI interactions that respond to their needs in ways that are consistent with your brand. The Frameworks connects brand strategy with AI experience design, focusing on what an interaction does for someone rather than treating personalisation as a change of wording. It works with you to connect audience understanding and brand intent with the decisions that shape an experience, so its behaviour has a clear purpose beyond generating a response.

The Frameworks provides brand strategy and identity alongside the design and development of personalised AI experiences. It builds those experiences around user inputs, trusted content, structured rules and human oversight, connecting the intended brand behaviour with how the interaction works. You get a shared basis for your team's design and development decisions, and an audience-facing experience that puts your brand into practice through relevant, useful responses.

Let’s talk about your brand's AI behaviour 

Related

Got a challenge?
Let’s talk ↗

Curious?
Sign up to our newsletter ↗

Cookie consent

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyse site usage, and assist in our marketing efforts. View our Privacy policy for more information.

Deny
Accept