---
title: "Tone & Language Settings"
description: "Configure the AI voice, tone, and language rules your review reply agent uses — per location or globally for all profiles."
---

Tone & Language Settings help your team shape how the Localith [ai google review reply tool](/ai-reviews-reply-agent/) sounds before replies go live.

## Overview

Use this page when you want to control the voice and language behavior of AI-generated review replies.

This is the settings layer that keeps faster reply generation aligned with your brand. Instead of treating every location and every customer situation the same way, your team can define the tone rules the AI should follow before the workflow scales.

## Before you start

Before you change tone or language settings, make sure:

- your review reply workflow is already connected
- your team agrees on the voice the replies should follow
- you know whether one default should apply everywhere or whether some locations need overrides

If you have not configured the reply workflow yet, start with [Reply Agent Setup](/docs/ai-review-reply/reply-agent-setup/).

## What these settings control

The Customize agent page exposes two main controls plus a free-text guidance field:

- **Tone** — choose the general voice the AI should use from a preset
- **Language handling** — choose whether the agent responds in the same language as each review (via the "Reply on the native language" toggle), or in a language your team defines

You can also use the **Agent prompt** field to add brand guidance, restricted phrasing, or any extra context the AI should follow.

## Configure your default settings

Use the default settings to define how most replies should be generated.

1. Open the AI review reply settings in Localith.
2. Go to **AI agent** and click **Customize agent**.
3. Choose the default tone your team wants to use from the **Tone of voice** dropdown.
4. Review how language behavior should work for incoming reviews via the **Reply on the native language** toggle.
5. Save the settings and test them on a limited set of reviews before wider rollout.

![AI reply agent setup showing tone, language, and reply style controls](/images/docs/ai-review-reply/tone-language-settings--ai-reply-setup.jpg "Configure tone and language settings for AI-generated review replies")

## Use overrides when one default is not enough

Some teams need one overall brand voice but slightly different reply behavior by location type, region, or business model.

Use overrides when:

- one brand needs a more formal voice than another
- one location group needs a different reply pattern
- the language behavior should differ by geography or account structure

Keep the override logic simple at first so the workflow stays predictable.

## How this connects to the rest of the review workflow

Tone & Language Settings work best as part of a larger reply system:

- use [Reply Agent Setup](/docs/ai-review-reply/reply-agent-setup/) to configure the automation itself
- use tone and language settings to make the generated replies feel consistent before they publish or move into manual review

## Tips and best practices

- Define the brand voice before you turn on high-volume reply automation.
- Start with one default tone and only add overrides when there is a clear operational reason.
- Test settings with a mix of positive and negative reviews so the team can judge whether the voice still feels right.
- Review multilingual behavior carefully if your locations receive reviews in more than one language.

## Limits or edge cases

- Current source coverage confirms the purpose and main setting types, but not every exact UI option or preset name.
- Highly sensitive review situations may still need manual review even if the tone settings are correct.
- More complex multi-brand setups may need tighter review processes before the settings are rolled out widely.

## Common questions

**Q: Can different locations use different tones?**

Yes. Current product guidance supports a shared default with the ability to apply different behavior where needed.

**Q: Can Localith respond in different languages?**

Yes. The current product positioning supports multilingual reply handling, including response behavior based on review language.