Attentive, the omnichannel marketing platform, launched Brand Voice 2.0 on Tuesday, a new set of generative content controls designed to help marketers scale AI-generated messaging without losing their brand's unique identity. The update gives teams a centralized system to define guidelines, review content in real time, and enforce a consistent tone across SMS, email, and RCS - addressing a growing pain point as AI adoption in customer communications accelerates.
What's inside Brand Voice 2.0
Brand Voice 2.0 introduces a framework that organizes brand guidance into three categories: Identity, Personality, and Rules. Marketers can create real-time previews of AI-generated messages before they go live, ensuring the output aligns with brand standards. The system also lets teams apply the same voice rules across multiple campaign types, including AI Pro, AI Journeys, and AI Campaigns, and across channels like SMS, email, and RCS. A built-in approval workflow maintains human oversight before any content is published.
Nakul Narayan, Chief Product Officer at Attentive, said, "As marketers adopt AI across more customer communications, they need better control and confidence in how AI-generated content reflects their brand. Brand Voice 2.0 gives marketers direct control over the guidance Attentive AI uses to create messages, helping teams maintain a consistent brand voice while building trust and improving performance of AI-generated marketing content."
How ILIA Beauty uses it
ILIA Beauty has already used Attentive's AI tools to scale personalized messaging, netting a 280% purchase lift and a 225x return on investment from automated journeys. The brand avoids promotional language and uses the platform to exclude terms that don't fit its mature, minimalist voice. Alexandra Salai, Director of Lifecycle Marketing at ILIA Beauty, said, "We like to speak to our customers at a mature level. We're very promotion-averse, and we can exclude certain language to make sure we're not saying anything that isn't extremely held close or owned by us."
For marketing teams looking to strengthen their grasp on AI for Marketing, brand voice control like this moves beyond simple template generation and into strategic content governance. Attentive's approach mirrors a broader shift where companies treat brand voice not as a static document, but as a dynamic ruleset enforced throughout the content creation pipeline.
Broader AI investment
Brand Voice 2.0 is part of a wider push by Attentive to build AI features that give marketers more visibility and control. Planned additions include AI Campaigns for automated creation and optimization, Predictive Analytics for customer insights, a Reporting Agent for conversational data access, a Unified Shopper Profile, and an AI Learning Path for Brand Managers that mirrors the type of skill development these tools demand. The company also opened a Model Context Protocol (MCP) beta to support AI integrations.
Details on Brand Voice 2.0 are available on Attentive's website.
Why this matters for marketers
Brand Voice 2.0 puts an explicit, shareable set of rules behind the AI that writes customer messages. Rather than hoping the model "gets" your tone from examples, you define what it should and should not say - and preview the output before it goes out. For marketing teams managing multiple channels, that reduces the risk of off-brand messaging and speeds up the review process. It also turns brand voice from a subjective guideline into a measurable, enforceable asset.
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