Title: Rethinking Tone of Voice Guidelines for the AI Era: Why Simple Do’s and Don’ts May Be Obsolete
In the age of artificial intelligence, brands are increasingly seeking straightforward, objective do’s and don’ts to train AI on a tone that reflects their personality. Yet this traditional format—rooted in static guidelines—feels outdated long before AI became a daily tool in content creation.
As a writer with extensive experience on tone of voice projects, I’ve observed that conventional verbal identity deliverables—such as preferring simple words or choosing “help” over “assist”—often feel disconnected from today’s fast-moving communication landscape. Two decades ago, the aim was to craft a brand voice that could echo through controlled environments: print ads, billboards, TV spots, and a company website. These deliverables were typically produced with many eyes on them before they reached the audience, and they operated within formats that started from a relatively blank page, constrained by the rules of a broadcast channel or a static webpage.
The social era changed the game. Platforms now have their own personalities and rhythms, encouraging brands to engage with viral content on TikTok, Instagram, and beyond. Unless a brand adheres to a singular archetype—a newsroom standard like The New York Times, for example—most brands stretch their voice to stay relevant with trending conversations. In this context, language can be versatile and contextual, much like how people adjust their tone across different situations. However, the traditional tone-of-voice framework—comprised of do’s and don’ts that many clients want for training AI to handle everyday copy—often falls short. While AI can interpret guidelines and adapt content for various channels, rigid guidelines don’t necessarily drive more unique, thoughtful output from AI or more insightful thinking from humans.
Consider a recent project with a major sporting retailer. The brand identity supported a playful, laid-back tone in certain contexts, but the client wanted to make that mood more evident. The product catalog includes jerseys from clubs around the world, so engaging in online banter around rivalries posed a risk, especially with global connections to sponsorships. The World Cup amplified these considerations. Rather than attempting to anticipate every possible humorous angle or potential conflict with broad “do/don’t” lists, we asked a different question: If our humorous content goes viral, could it harm the brand? If so, which scenarios would pose the most risk? This approach proved more practical and on-brand than sticking to generic vocabulary guidelines that social platforms often overwhelm with their own tone.
This experience highlights a broader shift: as brand writers, we should advocate for a new approach to tone of voice that prioritizes strategic guardrails over exhaustive, prescriptive lists. Instead of compiling broad, one-size-fits-all rules, we can frame guidelines around measurable risks, context-sensitive decisions, and a philosophy that empowers both humans and AI to think critically about brand personality. In effect, we should move from a static checklist to a dynamic framework that guides content creation across channels while remaining adaptable to evolving conversations and cultural moments.
Key takeaways for modern tone of voice work:
– Embrace contextual versatility: A brand may sound different across platforms, audiences, and moments, and that variability can be a strength when guided by clear intent rather than rigid rules.
– Prioritize risk-aware guardrails: Rather than a comprehensive “do/don’t” catalog, identify scenarios that could damage brand equity and establish decision criteria to handle them responsibly.
– Focus on meaningful outcomes: Align tone guidelines with outcomes such as audience trust, clarity, and engagement, and measure success through real-world content performance.
– Involve humans and AI collaboratively: Train AI with adaptable principles and empower human moderators to apply nuanced judgment in ambiguous situations.
– Reframe the deliverable: Treat tone guidelines as a living framework designed to evolve with platforms, trends, and brand evolution, rather than a fixed manual.
Ultimately, the goal is to push for a shift in how we define and apply tone of voice in an AI-enabled world. By moving beyond static do’s and don’ts toward flexible, risk-aware frameworks, brands can maintain a distinct personality while remaining responsible and responsive in a rapidly changing digital landscape.
