Tone of voice

One of the best things about chatbots is the fact that they are conversational and feel more human. Because of this, you need to give your bot a personality and you need to tailor that personality to suit the purpose of the chatbot and the users who will be interacting with it.

Having a banking chatbot that uses slang might make the users trust the chatbot less, whereas having a clothing sales chatbot that uses lots of very formal or old-fashioned language might be just as off-putting.

Try to design the language that the chatbot uses to be in line with your brand persona. If you don't have a brand persona then you can build one by interviewing your staff and customers. Use these interviews to create a persona (similar to a user story) that relates closely to your customers.