Language2 is Jacquard’s most advanced generative Al engine. Built on a neuro-symbolic architecture, it combines probabilistic generation (for creativity and variation) with deterministic rules (for brand tone, compliance, and precision). The result is language creativity and diversity while maintaining compliance without managed services.
Our system generates language based entirely on rules created in the Brand Voice section but also by your unique inputs for each campaign. We refer to those inputs as a brief.
To help guide you, we’ve put together some best practices for briefing the Language2 engine. It’s highly recommended you read this article before attempting to generate language in Jacquard. These tips will help you get maximum benefit out of Language2 as efficiently as possible.
How to approach the brief
Our Language2 engine works best when thought of as an extension of your copywriting team. Think of briefing Language2 like you would think about briefing a copywriter.
Every Jacquard experiment requires a human control variant. But, generally, the control variant itself is not sufficient for briefing a campaign. Think about how many times you’ve needed to ask follow up questions for even a simple request in your day-to-day duties. Before briefing Jacquard, it’s often helpful to think about what set of instructions would result in an output like your human control variant.
Basic tips for briefing
Focus on the main themes of the campaign, which you can often identify from your human control language.
Think about the overall aim of the campaign.
Clearly state your campaign's main goal and relevant context (e.g. is it for a specific season or product category?).
Be sure to detail any offers or promotions, including critical information like time limits or promo codes.
Always include any absolute must-have information or mandatory disclaimers.
Phrasing your brief
Briefing an AI language partner is much like briefing a real-life creative partner. But there are some unique guidelines to follow that can help make your briefing process in Jacquard smoother to get you to the language you’re hoping for faster.
General briefing best practices
Include the main theme or promotion as close to the start of the brief as possible.
Only use customer-facing terminology.
If a promotion has a different name internally than you would use with your customers, make sure you’re using the customer-friendly wording.
This ensures the output is appropriate for the audience.
Make the action you want the recipient to take clear.
Use specific and unique calls-to-action which reflect the campaign objective. (e.g. Book tickets or Download the app)
Avoid vague, commonplace instructions. (e.g. Check out or Discover)
Steer clear of emphatic adjectives, as Language2 often focuses heavily on these.
This can result in your language sounding hyperbolic or insincere.
Emphatic adjectives can overshadow the core message or offer.
Be specific to avoid misinterpretation.
Language2 can struggle with vague terms or brand-specific names if they lack context.
Proactively add clarifying details to guide Language2 accurately.
For example, rather than saying Shop this month’s bestsellers, detail what those bestsellers are (e.g. Shop this month's womenswear bestsellers or Shop our best-selling winter clothing).
Conversely, if you include specific product examples in your brief (e.g. get game day essentials like TVs and BBQs), be aware Language2 will likely reference these specific examples across many of the experiment’s variants.
If you want to generate less-specific copy focusing on a general category (e.g. game day essentials), it's best to avoid providing specific product callouts in the brief.
Using focus themes
Focus themes complement the main natural language brief and act as an additional layer of instruction for Language2. These themes identify specific elements of high importance that should be prominently featured or frequently included in the generated copy.
The system will identify potential topics based on your brief. You can select up to two extracted topics as focus themes which will instruct Language2 to give preference to these themes. You can use focus themes to highlight the dominant topic or to help account for essential information (e.g. terms and conditions, compliance).
If the topics you want to select as focus themes don’t appear for selection, it’s a good indication your brief was not specific enough for Language2. You can rewrite and regenerate your brief by simply making changes in the Describe your content box and then clicking Refresh Brief.
Using personalisation tags
Personalisation tags allow content to be populated with dynamic elements to personalise messages.
Once you have generated your brief, you can select up to four personalisation tags to use in your content from the list of tags configured in your account.
When including personalisation tags related to the content of the message (e.g. discounts, prices, destinations, products), refer to these topics in your brief to help improve their frequency in the generated variants.
If you’re including multiple tags, prioritise the most important ones in your brief.
Refer to the general topic of the personalisation tag using natural language (e.g. shop the product in your cart). This provides the necessary context for how the information from the tag relates to the overall campaign messaging.
You don’t need to include the tag itself or provide instructions for how to use the tag in your brief.
If you’re including a first name tag, you don’t need to refer to it specifically in the brief. Simply select it from the list of available tags and it will generate appropriately in some variants.
Example briefs
With all of the above tips in mind, we’ve included some examples addressing briefing use cases we get asked about frequently.
Example 1: Seasonal sale
The main offer messaging is the first sentence of the brief. The rest of the brief focuses on the seasonal context. Note how both the promotional and seasonal messages are captured in the focus themes.
Brief
Enjoy summer time with Company A’s offers and vouchers.
Summer is here, and it’s the perfect season to savor life outdoors. Whether planning a BBQ or catching up with friends in the park, staying stocked is easy with Company A!
Focus themes
summer, offers
Example 2: Newsletter
The brief starts with the main call-to-action. It resolves the potential ambiguity of Newsblast by including more context about it being a newsletter.
Brief
Find out about Company B’s transfers in the Newsblast newsletter as the trade deadline approaches.
Example 3: Personalisation tag
Referring to the product in the brief provides the necessary context to generate language using a preconfigured product personalisation tag.
Brief
Price drop! A product in your cart has been reduced.
Personalisation tag
product
Example 4: Multiple personalisation tags
This brief references both the destination station and origin station as priority information. It also references the price. All three pieces of information can be populated dynamically by selecting the relevant preconfigured personalisation tags.
Brief
Book your tickets to your chosen destination station from your preferred station today. Don’t miss out on a great price.
Personalisation tags
destination station, origin station, price
Key points review
In summation, the innovative Language2 engine is ready and able to handle complex use cases. If properly briefed, it has compliance and creative capabilities far exceeding any other system in the market today. Remember to keep the following in mind as you go forth and generate:
Highlight your main campaign objective by providing essential context (e.g. season or category), key offer details you want included (e.g. time limits or promo codes), and any mandatory information or disclaimers.
Put your core message upfront. Use customer-facing terms and be precise (e.g. women's best-selling tops instead of just bestsellers) to guide the generation engine.
Use clear, direct calls-to-action (e.g. Download the app or Book your tickets) where appropriate.
If you mention specific example products (e.g. TVs or BBQs), they will likely appear in many variants. For more general copy (e.g. game day essentials), don't list specific items in your brief.
Avoid overly emphatic adjectives to keep your generated language sounding natural and sincere.
When campaigns include personalisation tags which directly relate to the content of the message (e.g. discounts, prices, destinations, products), you should refer to these topics in your brief using natural language to indicate how they relate to the overall campaign messaging.