So the AI doesn't sound like "just any AI" but like you, you can teach it your style. There is one central place for this: the AI settings. You'll find them in the sidebar in the Content section under AI Assistant. Everything you maintain there feeds into the caption assistant, the campaign assistant and the content suggestions.
The page walks you through your setup in five numbered steps – a progress indicator on the right shows what's still missing.
Step 1: Brand & perspective
First you define who speaks in your copy:
- Brand / sender name – the name your content is published under (for example your company name or your creator name).
- Writing perspective – which point of view the copy is written from: first person singular (the brand or person speaks for themselves), first person plural (the team or company speaks together) or neutral (no self-reference). If you don't set anything, the AI decides based on context.
That way it's clear for every caption whether it says "I'll show you" or "we'll show you" – one of the most common places where AI copy otherwise gets it wrong.
Step 2: Team context
A free text field for everything the AI should know about your brand: what you stand for, what you do (and don't) say, recurring themes.
Step 3: Style persona
Optionally, give your team a style persona – a curated writing style with firm rules for length and structure. The persona provides the structure, and your writing samples are the voice within it – on a style conflict, your samples win.
Step 4: Writing samples
A few short examples in your own words (for example a spontaneous little anecdote, a genuine complaint about something, or one of your existing captions). From these the AI learns how you write: word choice, form of address (formal or informal), how many emoji, what rhythm.
Important: Writing samples show the AI the how, not the what. They set the tone, not the content – that still comes from you or from the briefing.
The writing samples take effect always and carry more weight than anything else – even when the AI draws on your successful posts, your own voice wins out.
Step 5: Project contexts
On top of that, every project can have its own AI context – what applies to this project only, such as the specifics of a particular client or campaign. This context comes on top of the team context. You maintain it right in the AI settings or, as before, via the sparkle icon in the project header.
Try it in the test studio
On the right side of the page you'll find the test studio: briefly describe a topic and the AI writes a sample caption using your current settings. You'll notice right away whether perspective, tone and style already fit – without touching a real post.
Set it up once, feel it everywhere
You only need to maintain this once. After that, caption suggestions, campaign ideas and content suggestions automatically sound like your brand – without you having to re-explain the tone on every request.
Tip: A few real, unpolished examples beat perfectly polished marketing copy. The more natural the samples, the more accurate the tone.