As AI-generated marketing becomes increasingly embedded in customer engagement strategies, marketers are facing a growing need to balance scale with brand consistency. Attentive has announced the launch of Brand Voice 2.0, a new generation of its generative content capabilities designed to give marketers greater control over how AI-created messages are developed, reviewed, and refined.
Built within Attentive’s Brand Kit, the update enables brands to define structured guidelines, preview AI-generated content in real time, and maintain a consistent brand voice across SMS, email, and RCS channels.
Brand Voice 2.0 is designed to help marketers maintain tighter control over how AI interprets and applies brand identity in communications. As brands increasingly adopt AI for campaign execution, maintaining tone, compliance, and messaging consistency has become a critical challenge.
The new system introduces centralized brand guidance organized into three key components: Identity, Personality, and Rules. These elements help ensure that all AI-generated messaging aligns with predefined brand standards.
Marketers can also preview content in real time before it is sent, enabling faster iteration while preserving oversight. The system is designed to reduce risk while improving confidence in AI-generated outputs across customer touchpoints.
A core focus of Brand Voice 2.0 is ensuring consistency across multiple communication channels. The capability extends across SMS, email, and RCS, allowing marketers to maintain a unified tone regardless of format.
The system also supports shared brand guidance across AI Pro, AI Journeys, and AI Campaigns, ensuring that all AI-driven workflows operate within the same defined brand framework. Human oversight and final approval workflows remain integral to the publishing process, reinforcing governance at every stage.
“As marketers adopt AI across more customer communications, they need better control and confidence in how AI-generated content reflects their brand,” said Nakul Narayan, Chief Product Officer at Attentive. “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.”
This reflects a broader industry shift toward AI systems that prioritize not just automation, but also controllability and brand alignment.
Brands are already leveraging Attentive’s AI capabilities to scale personalized messaging while maintaining brand integrity. ILIA Beauty is using Attentive AI to drive repeat purchases at scale, achieving a 280% purchase lift and a 225x ROI from automated journeys.
“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,” said Alexandra Salai, Director of Lifecycle Marketing at ILIA Beauty.
This example highlights how structured brand rules and AI-driven personalization can coexist without compromising voice or authenticity.
Brand Voice 2.0 is part of Attentive’s broader investment in AI-powered marketing innovation. The company continues to build capabilities across campaign creation and optimization (AI Campaigns), customer insights and forecasting (Predictive Analytics), conversational reporting (Reporting Agent), and unified customer data (Unified Shopper Profile).
Attentive is also expanding AI integrations through its Model Context Protocol (MCP) beta, aiming to create a more connected and intelligent marketing ecosystem.
About Attentive
Attentive is the omnichannel marketing platform redefining how brands and people connect. Trusted by leading global retail and ecommerce brands and high-growth consumer companies, Attentive's mobile foundation gives marketers a stronger signal for recognizing customers, personalizing messaging, and delivering performance across SMS, email, RCS, and push. Our intelligence layer and agentic AI unify customer profiles and act on real-time data, giving marketers what they need to turn messages into moments that drive action, revenue, and loyalty.
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