AI Notifications writes and sends push notifications on your behalf. That means the copy it generates should sound like you, not like a generic marketing bot. This guide walks through the tools you have to shape the AI's voice and how to use them together.
The short version: define your voice in Brand Settings, refine it per campaign with tuning templates and Agent Instructions, review the example notifications on each campaign page before enabling, and thumbs up your favorites in the live feed as sends go out.
How AI Notifications writes your copy: templates that learn
Before diving into settings, it helps to understand how AI Notifications are generated. Rather than writing every message from scratch, the AI generates a set of copy templates for each campaign and cycles through them across your sends. As results come in, templates with higher open and conversion rates are kept and used as the foundation when new templates are generated. Over time, your copy evolves toward what actually works for your audience.
This matters for how you set things up. Your Brand Settings and tuning instructions shape what the AI writes, and your customers' engagement (plus your thumbs-up feedback) shapes what survives. Both halves of the loop matter.
1. Start with Brand Settings
You'll find Brand Settings under the Agent Settings section of your AI Push Notifications dashboard. This is the source of truth for how the AI writes. Everything here is used as context for every copy generation, across all campaigns. Per-campaign tuning lives separately on each campaign's page (more on that below).
There are three things to set up:
Brand Voice tones. Select the tone chips that describe your brand: Playful, Confident, Warm, Premium, Bold, Minimal, Witty, Refined, Edgy. These inform tone and word choice in every push. Pick the two or three that genuinely fit rather than selecting broadly. "Premium + Minimal" produces very different copy than "Playful + Bold + Witty," and a long list of tones dilutes all of them.
Brand Description. One or two sentences describing your brand, used as context for every copy generation. Write it like you'd brief a new copywriter, and be opinionated: "Premium athleisure for women who blend studio workouts with everyday life. We sell fabric quality and versatility, not discounts." A description like that tells the AI what to emphasize and what to avoid.
Do's and Don'ts. These are hard rules the AI must follow on every send, split into Always and Never lists. For example, Always "Mention free shipping," Never "Use all-caps." Use these for your non-negotiables: trademark phrasing, words you never say, formatting rules. Keep each rule specific and concrete so the AI can actually follow it.
💡 Tip: Pull 3 to 5 of your best-performing past push notifications or email subject lines and look for patterns. Whatever they have in common is your voice. Capture it in the description and tone chips.
2. Refine each campaign with Audience Tuning and Agent Instructions
Brand Settings sets your global voice. Each campaign's page then gives you finer-grained controls.
Audience Tuning. You can apply tuning per audience segment: High Intent, Big Cart, New Customer, Repeat Customer, Loyalist, and your custom Customer Segments. This is where you can match tone to relationship. A common pattern is Anti-Urgency for New Customers (you haven't earned pushiness yet) while Loyalists get your full personality.
Agent Instructions. A free-text field where you can provide any additional context or instructions. Use the Insert Prompt Template button for a starting structure. Good instructions are specific and actionable. ✅ "Always call our loyalty program 'The Club.'" ❌ "Be more on-brand."
Choose from tuning templates:
Brand Voice & Tone: set a specific tone or persona for the copy
Anti-Urgency / Soft Sell: prevent pushy or high-pressure language
Forbidden Words & Phrases: block specific words, phrases, or clichés
Emoji Usage / No Emojis: control which emojis appear and how often, or turn them off
Message Length: set character limits for title and body
Call-to-Action Style: define how the CTA should be phrased
AI Creativity slider (1 to 10). Lower values keep copy closer to your templates and rules. Higher values give the AI more room to experiment. If you're just getting started or your voice is tightly controlled, stay in the middle or below. Once you trust the output, nudging it up gives the template pool more variety to learn from.
3. Review example notifications before you enable
Each campaign page shows generated example notifications under Preview. These are real previews of what the AI would send, built from your Brand Settings and tuning. Review them before enabling the campaign.
How to review effectively:
Read them as a customer, not a marketer. Would you tap this? Does it sound like your brand sent it?
Look for patterns, not one-offs. One slightly-off example is normal variation across templates. If all of them lean too formal, too pushy, or too generic, that's a settings problem. Adjust your Brand Description or tuning and check again.
Check the details. Product names, discount language, emoji usage, capitalization. This is where copy either feels native to your brand or slightly foreign.
If the examples don't feel right, don't enable yet. A few minutes of iteration here saves you from off-brand messages reaching your whole audience.
4. Thumbs up the notifications you love in the live feed
Once campaigns are running, your Recent Notifications feed shows every send in real time, alongside the customer's profile signals. Use the AI Tune thumbs up on notifications that nail your voice. This feedback feeds directly into which templates are kept and how new ones are generated.
Best practices for feedback:
Rate consistently in the first few weeks. The more signal you give early, the faster the template pool converges on your voice.
Thumbs up copy that's genuinely great, not just acceptable. You're teaching the AI what "great" looks like.
Scan across segments. Copy that lands for Loyalists may feel wrong for New Customers. The feed shows each recipient's segments so you can spot mismatches.
Remember that performance is doing half the work here automatically, since templates with better open and conversion rates are already being favored. Your thumbs ups add the brand judgment that metrics alone can't capture.
Putting it all together
Before enabling anything: pick your tone chips, write an opinionated Brand Description, and set your Always/Never rules in Brand Settings.
On each campaign page: apply Audience Tuning where tone should differ by segment, set your creativity level, and add Agent Instructions for anything specific.
Before going live: review the example notifications and iterate until they sound like you.
Ongoing: thumbs up standout sends in the live feed, and let template performance handle the rest.
Your brand voice isn't a one-time setup. It's a feedback loop. Merchants who treat it that way typically see AI-generated copy become indistinguishable from their own within the first few weeks of sends.
Wondering how your settings turn into actual sends? See our companion guide: How AI Push Notifications Are Written