Build the agent

Persona & tone

Shape who the agent is, how it talks, and what it refuses to discuss.

Where to set it

Agent → Agent behavior. Identity and tone sit under AI Identity; refusals and hand-off rules under Boundaries; standing sales coaching under Playbook. All of it is available on every plan.

Agent type

Above the identity fields, Lead with tells the agent what kind of site it serves: Online store, Appointments and bookings, SaaS website, or General website. We detect this from the crawl and show when; pick a value to override it. It changes the coaching the agent gets — a store agent leads with products and carts, a SaaS agent with features and trials.

About the business

One field, up to 1,500 characters, in the third person. Lead with the facts the agent must never get wrong — what you sell, to whom, from where — then add voice notes if you want a named assistant or a particular attitude. The agent represents the business; it never speaks as the founder.

Acme Leather sells premium handcrafted leather goods to North American buyers. Bench-made in Portland.
The assistant is Riley: warm, calm, never pushy. Recommend honestly and say "I'm not sure" rather than guess.

Tone

A preset baseline: Professional, Friendly, Playful, Technical, or Concise. Identity is who the agent represents; tone is how it sounds.

Boundaries & Escalation section with forbidden topics, escalation rules, and notification toggles — Boundaries & Escalation: forbidden topics, escalation rules, and the escalation notification toggles.

Boundaries: refuse or hand off

One field, up to 1,500 characters, for both kinds of rule. Refusals stack on top of the built-in guardrails (homework, poems, unrelated chat are already blocked); hand-off rules are followed strictly and trigger an escalation.

Refuse medical, legal, and tax advice.
No competitor pricing.
Hand off refunds over $100 and any contract-term questions.
Hand off if the customer mentions a competitor by name.

Playbook: site instructions and sales notes

Site instructions is filled from your site on every crawl — booking links, calls to action, and any llms.txt Agent instructions block — until you edit it. Sales notes is yours alone: promotions, what pairs with what, when to suggest a demo. Both are up to 1,000 characters. See Proactive & sales assist.

How specific should you be? The agent does best with concrete language. “Sound warm” is vaguer than “Greet by first name when known, never use exclamation marks, end replies with an open question.”