# Conversation style and formatting rules

_AI Brain · 4 min read · Updated 2026-10-23 · https://lanachat.ai/guides/conversation-style/_

Two tabs of the AI Brain shape how Lana's replies look: **Conversation** sets how long a reply is, how often she asks a question and whether she splits a reply into several messages. **General** holds the formatting rules, such as emojis and capital letters, applied to every reply.

## Choose a conversation mode

Open **AI Brain** in the sidebar, pick the brain, then the **Conversation** tab. At the top, pick a mode:

- **Existing behavior**: keeps the current writing style and sales flow.
- **Natural conversation**: lets you adjust the writing style. The rules for starting sales stay the same.
- **Natural + contextual sales**: adjusts the writing style and lets clear interest in content open a sale.

Natural conversation and contextual sales need Advanced AI. When it is switched off for this brain, the tab says so and only Existing behavior is available.

## Set the style of the replies

Under **How should replies feel?**:

1. **Reply length**: **Short**, **Balanced** or **Detailed**. The length counts the whole reply, across all its messages.
2. **How often should it ask a question?**: **Rare**, **Occasional** or **Frequent**. A question that is really needed to understand the fan stays possible.
3. **Split replies into messages**: **One message**, or up to two, three or four shorter messages per reply.
4. **Vary the opening**: **Standard**, **More variety** or **Extra variety**, so she doesn't start several replies with the same word.
5. Press **Save conversation settings**. Nothing changes for fans until you save. **Discard changes** goes back to what was saved.

**Adjust each moment** (Fine-tune) sets the shortest and longest reply, in characters, for the first reply, the conversation, an offer and after a purchase. These are style targets, not exact quotas.

## Emojis that follow the fan

Open **More conversation controls** and tick **Adapt to purchases, message bursts and response timing**. **Emoji style** then offers:

- **Match the fan**: she uses emojis the way the fan does.
- **Follow the persona**: she uses the persona's emoji style.

Both respect a fan who asks for no emojis. In the same block, **Words to avoid at the start** lists words she should never open a reply with.

## Formatting rules

Open the **General** tab. The **Rules library** cleans every reply before it is sent:

- **Capitalization**: keep the original, all lowercase, or capitalize sentences.
- **Emoji placement**: keep them where they are, end of sentence only, or no emojis.
- **Emoji limit**: no limit, or up to 1, 2 or 3 per reply.
- **Final period**: remove the full stop at the end of each message. Question and exclamation marks stay.
- **Repeated punctuation**: turn `!!!` into `!` and `???` into `?`.
- **Extra spaces**: one space between words, line breaks kept.

A rule is saved as soon as you pick it, and the counter shows how many are active. The **Live preview** shows an example message before and after your rules. **Reset rules** turns them all off. The rules apply to Console replies and the Playground. Links, @usernames and numbers such as 9.99 are left as they are.

> Tip: All lowercase with no final period reads like a real person typing on a phone. Try it in the [Playground](https://lanachat.ai/guides/playground/) before keeping it.

If your rules would remove a whole reply (for example a reply made only of emojis, with **No emojis**), the Console stops it and says "The active formatting rules removed the entire reply". Loosen a rule and try again.

## Related

- [What an AI Brain is](https://lanachat.ai/guides/what-is-an-ai-brain/)
- [Sales phases (discovery → closing)](https://lanachat.ai/guides/sales-phases/)
- [Playground: test a conversation safely](https://lanachat.ai/guides/playground/)
- [Suggested values and persona modes](https://lanachat.ai/guides/persona-defaults/)