Let’s talk like everyday people do

You’re excited about AI. We’re excited about AI. We don’t want to dampen that enthusiasm by cluttering up our conversation with anything that isn’t helpful.

So we make a commitment to you, our reader, to keep a clear and friendly tone in everything we do, making sure our web copy, emails and articles don’t add to the noise about conversational AI you contend with every day online.

You want to understand conversational AI. To implement it well. And prosper, too.

We’ll help you do that.

And we know you can’t move forward if you’re bamboozled, bored, or baffled by conversational AI. So we’ll try to avoid that.

(But if you ever do want to talk about the technical detail, clear your calendar ― we can talk about this stuff all day! ✨)

Tone of Voice guidelines

Our Tone of Voice is nothing more than how we sound when you read our words. You’d
recognise the voice of David Attenborough, the Queen or Adele without seeing their face. In time, we hope you recognise our voice without seeing our logo. And that it becomes the one you trust to deliver insightful yet straightforward information about conversational AI.

To do that we need to be consistent across our whole team.
To achieve that, we need guidelines.

Crafting engaging conversations is something we do well for our clients all.the.time. We
have some of the most advanced AI assistants around. But because we’ve grown a lot and in a short space of time, it feels like the right time to remember what we stand for at EBI.AI. That’s why we’re sharing our new Tone of Voice guidelines with you here, so you know what to expect from us in the future. (And you can pull us up on it if we ever miss the mark.)

What you’ll hear from us


If you’re anything like us, you get a tingle of excitement when you see what technology can do. AI assistants supporting teams like yours all around the world. Supercharging us humans to be able to do our best work.

That’s why we choose to focus on conversation:

  • More engagement with your customers, not less.
  • Getting to know people better using AI, not becoming cold and distant.
  • Using data to nurture a relationship, rather than control it.

Conversational AI is technical, sure. But at its heart is human connection, empathy, and creativity. All of them, good things. Positive things. And that’s what you’ll see reflected in our work. We want your working day to be better.


Your ideas are our brain food. Nobody knows your industry as well as you do. Especially the
challenges that make some of your work more difficult, less interesting, or plain frustrating. If you have an inkling that conversational AI can help you solve those problems, we’d love to explore that with you. Our technical and creative expertise armed with your knowledge.

Because the thing is, we’re nowhere even close to how far we can push this new
technology. You know it. We know it. And with every new project we work on, we show the world what else you can do with AI.

That’s why your dream can be as big as your imagination can stand.

Your idea is “out there” as you dare to say out loud.

You can share your grand vision with us.
We’re right here with you, excited to discover new ways to make your business better
using AI (with no limits).


AI assistants are built by people, for people. When we talk about how they’re built, what
they do, and why they’re important, we need to remember that. Always.

The problem is, artificial intelligence is complex. And so is a conversation ― ask one of our
linguistics experts. So it’s not as easy as removing jargon or keeping the language simple. You have to be able to close your eyes and imagine what it feels like to launch an AI assistant that
takes your problems away.

You shouldn’t ever feel like you’re asking a “stupid” question when you don’t know
something. Or that you’re out of your depth, worried about making a bad business decision or getting it ‘wrong’. Because nobody likes that feeling ― us included.

That’s why our language is straightforward and sincere. Whatever your level of experience
with AI, a total pro or an absolute beginner, you should enjoy the words we write.

Keeping our Tone of Voice consistent

EBI.AI is an eclectic mix of technologists, psychologists, linguists, and designers. You’ll meet copywriters and engineers. Software developers and analysts. This diverse collection of people is what makes us who we are. We all have our quirks and write in our own way, but still do our best to follow some basic guidelines.

  • We’ll speak to you directly because that’s what we’d do in a face-to-face conversation.
    As we’re getting to know each other online, this is the next best thing.

“If the department is overwhelmed, automate the process” becomes
“If your department is overwhelmed…”

  • Rather than be stuffy and formal, talking about EBI.AI as a company, we’ll speak about
    ourselves as people.

EBI.AI can manage your AI assistant for you” becomes
We can manage…”

  • You’re right here with us, right now. So we’ll keep the conversation alive by talking in an active, not passive voice.

“The platform was built for you by our team” becomes
We built our platform for you!”

Conversation is what we do. We write them as naturally as we can, so when your customer speaks to your AI assistant, it feels comfortable not awkward. To do that, we have to break some grammar rules; people don’t speak like they’re reading from a textbook.
That’s just the way it is.

If you were reading from a textbook, you’d see a lot of Headings Written Formally in
Title Case. We don’t do that. You’ll see Headings written informally in sentence case 👈 like that.

These are just some of the Tone of Voice guidelines we follow to make
sure we write in the same way as we’d speak to you in person.

Because conversational AI is new.
And lots of people are still trying to get their head around it.

You can rely on us to make AI easy.