"Tone of Voice"-generator

  • Client Telia
  • Project "Tone of Voice"-generator
  • Year 2023/2024

Delivery

Tech Communication and PR

Technology

Azure GPT4 React

Telia Norge, a leading technology company, provides critical infrastructure along with innovative products and services across TV, internet, mobile, and smart home technology. Maintaining a consistent and recognizable communication style, or "Tone of Voice," is essential for Telia, which aims to deliver an optimistic, engaging, and lighthearted message across all its written content. However, with numerous writers creating content in multiple languages for various channels—ranging from social media posts to customer service articles—achieving a unified tone had proven challenging, resulting in inconsistent brand perception.

Challenge

To support Telia’s brand identity, all written communication should align with the company’s defined Tone of Voice guidelines. However, differences in style across channels led to fragmented messaging, making it difficult for Telia’s target audience to experience a cohesive brand voice. To address this, Telia needed a solution that would empower all employees to write in line with Telia’s established tone, ensuring consistency regardless of platform or language.

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Solution

To meet these needs, Telia implemented a customized AI-based tool that helps maintain a consistent communication style. This AI tool is designed to analyze written content and provide actionable suggestions for aligning it more closely with Telia’s brand voice. The tool not only offers automatic corrections but also provides guidance, helping users understand the adjustments needed to reflect Telia’s optimistic and engaging tone. For example, if a passage is flagged as too negative, the AI might suggest a more upbeat phrasing, enabling writers to refine their text and gain insights into the brand’s communication style.

Developed by analyzing past texts and building upon Telia’s Tone of Voice principles, the AI tool has a feedback mechanism that allows users to evaluate the quality of AI-generated suggestions. This iterative feedback loop is essential for continually refining the tool’s accuracy and usefulness. The tool also adapts its suggestions based on content type, recognizing that quick, engaging language is ideal for social media, while longer texts might require a varied tone but with an overall consistent impression.

Results

The AI-driven tool has strengthened Telia’s brand presence by ensuring that all written communication remains consistent and recognizable, effectively reinforcing Telia’s identity across platforms. This solution not only supports Telia’s employees in maintaining a cohesive brand voice but also enhances brand perception among customers by providing a unified, identifiable language in all Telia communications.

Kontaktpersoner

  • Martin Jensen

    Martin Jensen

    TRY Dig

    CTO

    martin.jensen@try.no

    +47 930 25 650

    Bio

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