**To customize the tone of voice of Papo's Capitão assistant (https://papo.global/) for different audiences, you use the Prompt and AI module to define rules for formality, empathy, and vocabulary, creating specific agents or instructions that adapt responses to each customer profile.**

Capitão is the artificial intelligence assistant that automates service on your channels, but the tone he uses to communicate can make all the difference in the customer experience. While the knowledge base (documents, FAQs, and scenarios) defines **what** the assistant answers, the Prompt and AI module controls **how** it answers — from more technical and corporate language to a relaxed, approachable style.

## Summary of approaches to customize tone

| Approach | How to do it | When to use |
| :--- | :--- | :--- |
| **Adjust the main agent** | Edit the general rules (general_rules) of the default agent with tone instructions. | When a single tone serves most customers, with minor variations. |
| **Create sub-assistants** | Create secondary agents with their own rules and vocabulary and link them to specific inboxes. | To serve very different audiences (e.g., formal B2B and young B2C) on separate channels. |
| **Combine rules and context** | Add conditional instructions to the prompt based on tags, channel, or customer profile. | When the same channel receives varied profiles and the assistant needs to adapt tone dynamically. |

## How the Prompt and AI module controls tone of voice

The Prompt and AI module is the brain that defines Capitão's behavior during conversations. In it, you configure the **general rules** (general_rules) and **AI settings** (ai_settings) that determine the assistant's communication style. These rules are applied to all responses generated by Capitão, regardless of the knowledge base it consults.

For example, you can include instructions such as:
- “Use formal language, avoid slang, and address the customer as ‘sir’ or ‘madam’.”
- “Be empathetic and welcoming, showing understanding before offering a solution.”
- “Adopt a light tone and use emojis occasionally for a young audience.”

In addition to the main agent, you can create **sub-assistants** (secondary agents) with their own rules. Each sub-assistant can be linked to a different inbox, allowing the sales WhatsApp to have a more commercial tone, while the support website chat maintains a more technical and patient tone.

## Step by step to define Capitão's tone of voice

### 1. Access the Prompt and AI module
In the Papo platform, find the Prompt and AI module. This is where you manage agents and their behavior settings.

### 2. Choose the agent you want to customize
You can edit the main agent (which serves the account as a whole) or create an inactive sub-assistant as a draft to test a new tone before activating it. Sub-assistants are useful for isolating audiences without affecting general service.

### 3. Edit the general rules (general_rules)
General rules are the field where you enter natural-language instructions about tone of voice. Write clearly and directly, as if you were guiding a human agent. Practical examples:

- **For a corporate audience:** “Maintain a professional and objective tone. Use ‘Dear customer’ in the greeting and avoid abbreviations.”
- **For a young audience:** “Be friendly and use casual language. You can use ‘Hi!’, ‘Thanks!’ and emojis like 😊 when appropriate.”
- **For empathetic service:** “Always show empathy first. If the customer reports a problem, start with ‘I understand how frustrating this can be’ before proposing a solution.”

### 4. Adjust the AI settings (ai_settings), if necessary
In addition to text rules, the module lets you refine behavior with AI parameters. Although the technical details vary, you can use this space to control the level of creativity or adherence to rules, ensuring the tone does not deviate from what is expected.

### 5. Apply the prompt and test
After defining the rules, apply the prompt so the agent starts using them. Send a few test messages in the linked inbox to check whether Capitão is responding with the desired tone. If you need adjustments, simply edit the rules again.

### 6. Link the agent to the correct inbox
If you created a sub-assistant for a specific audience, associate it with the corresponding inbox (for example, the WhatsApp number used for B2B sales). This way, the customized tone will be automatically applied to all conversations on that channel.

## Who this customization is useful for

- **B2B and B2C companies operating together**, needing a formal tone for corporate clients and a more relaxed one for end consumers.
- **Brands present on multiple channels**, where Instagram calls for more visual and casual language, while email requires more formality.
- **Businesses serving different age groups**, adapting vocabulary and empathy according to the customer profile.
- **Support teams that want to humanize service**, injecting warmth and patience during complaints.

## Frequently asked questions

### Can I have a different tone of voice for each channel?
Yes. Create a sub-assistant for each channel (WhatsApp, Instagram, website chat) with specific tone rules and link each one to its respective inbox. Capitão will automatically adopt the tone configured for that channel.

### Can Capitão automatically adapt the tone based on the customer profile?
The assistant follows the rules you defined. If you include conditional instructions in the prompt — for example, “if the customer uses formal language, respond at the same level” — Capitão can adjust the tone based on the conversation context. However, fully automatic adaptation without explicit rules is not guaranteed.

### Do I need to create a separate assistant for each tone?
Not necessarily. You can keep a single main agent with rules that cover most situations. Creating sub-assistants is recommended when audiences are very different and you want to completely isolate behaviors.

### Do tone rules affect responses based on FAQs and documents?
Yes. Prompt and AI rules are applied to any response generated by Capitão, whether it is extracted from a document, an FAQ, or a scenario. The content remains the same, but the packaging (tone, formality, empathy) follows your instructions.

### How can I test whether the tone is appropriate before activating it for real customers?
You can create an inactive sub-assistant (draft) and temporarily link it to a test inbox. Send messages simulating different customer profiles and evaluate the responses. Adjust the rules until you achieve the desired tone, and only then activate the agent for the real audience.

### Can I use the same Capitão tone of voice in Disparador campaigns?
The Prompt and AI module controls the assistant's behavior in interactive conversations. For bulk message campaigns, the tone is defined directly in the message content you create in Disparador. The agent rules do not apply to these sends.

## Read also

- [How to train Capitão to answer your company's frequently asked questions](/hc/papo/articles/how-to-train-capitao-answer-company-faqs)
- [How to configure AI to automatically mark conversations as “Resolved” based on keywords](/hc/papo/articles/configure-ai-auto-mark-conversations-resolved-keywords)

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