So the AI doesn't sound like "just any AI" but like you, you can teach it your style. This happens in two places: once for the whole team, once per project. Both feed into the caption assistant and the campaign assistant.
Brand voice at team level
In the team settings you'll find the AI context. There you provide two things:
- 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.
- AI 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.
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.
Context at project level
On top of that, every project has its own AI context field (via the sparkle icon in the project header). Here you note down 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 and is used by the campaign assistant.
Set it up once, feel it everywhere
You only need to maintain this once. After that, both the caption suggestions and the campaign ideas 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.