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Describe your audience

An effective AI Experience begins with a clear understanding of the people who will use it. You do not need to know everything about every visitor. You do need to understand the situations that bring them to you, the questions they are likely to ask, and what a useful next step looks like. In the AI Experience Builder, describing your audience helps you make better decisions about the assistant’s role, conversation style, knowledge, and opportunities for human follow-up.

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1. Identify your primary audience

Start with the people who would benefit most from interacting with your expertise. Ask yourself:

• Who usually comes to me for advice, guidance, or services?
• What situations lead them to seek help?
• What do they already understand, and what is confusing?
• What would they want to accomplish in a short conversation?

Describe your audience in plain language. For example:

Business owners considering their first international expansion who want to understand the main decisions and risks before speaking with an advisor.

This is more useful than a broad label such as business owners.

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2. Understand why visitors arrive

Visitors may share a general audience profile while having very different intentions. Your assistant should respond to the intent expressed in the conversation rather than forcing everyone through the same sequence.

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3. Consider different levels of familiarity

Some visitors may be completely new to your subject. Others may already know the terminology and want a detailed answer. Plan for both:

• New visitors: Use simple language, explain terms, and introduce the most important considerations first.
• Informed visitors: Give more specific explanations, comparisons, and examples.
• Visitors ready to proceed: Help them clarify their requirements and connect with the right person or process.

The assistant can adjust its depth as the conversation develops. It should not assume a visitor’s knowledge level based only on their profession or a single message.

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4. Map common questions and concerns

List the questions you already hear in calls, emails, consultations, or sales conversations. For each question, consider:

1. What is the visitor really trying to understand?
2. What information would help them make progress?
3. What misunderstandings should the assistant clarify?
4. Is there a point where a human should take over?

For example, a leadership coach might hear “Which program is right for me?” The assistant can explain the differences between available approaches and help the visitor think through their goals. It should not claim to have completed a personal assessment or promise a particular outcome.

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5. Make the conversation welcoming, not interrogative

A good AI Experience should feel like an informed conversation, not an intake form. Prefer:

“What are you hoping to work through?”

Instead of starting with:

“What is your job title, company size, industry, budget, and timeline?”

Ask for details only when they help answer the current question. If the visitor has already shared relevant context, use it rather than asking again.

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6. Recognize when human follow-up adds value

Your AI Experience can help visitors understand options and prepare for a more productive conversation. It does not need to replace your professional judgment or relationship with the visitor. Consider recommending a human conversation when someone:

• Wants to discuss a specific service or engagement.
• Needs an individualized assessment or decision.
• Asks for current availability, a quote, or information the assistant cannot verify.
• Has reached a point where a qualified professional should review their situation.

Make the next step clear without repeatedly pushing visitors to book a meeting. The appropriate handoff depends on your business and the visitor’s intent.

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7. Protect visitor privacy

Design the experience to avoid collecting unnecessary personal information. In sensitive fields, such as health, legal, or financial services, define clear boundaries for information the assistant should not request or process. Only describe privacy, security, or compliance guarantees that have been verified for your specific implementation. If the assistant cannot safely handle a request, it should explain the limitation and direct the visitor to an appropriate channel.

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8. Write your audience brief

Use the following template as an input to your AI Experience design:

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Example: An independent insurance advisor

• Primary audience: People exploring life insurance options for the first time.
• Typical situations: They want to understand coverage types before speaking with an advisor.
• Main questions: Term versus permanent coverage, common terminology, and factors that influence cost.
• Familiarity levels: Mostly beginners, with some informed visitors.
• Desired outcome: Visitors understand the main options and prepare questions for a licensed advisor.
• Conversation style: Clear, reassuring, educational, and free of unnecessary jargon.
• Human handoff: When a visitor wants individualized advice, a quote, or to proceed with an application.
• Sensitive information: Do not request medical histories or other sensitive personal details in chat.

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What comes next?

Once you understand your audience, you can design a conversation that meets visitors where they are.