| Knowledge | Factual details about stakeholders (customers, leads) or assets (properties, categories) | Only when needed to answer questions | Gives the AI facts to work with |
| Rules | If-then instructions for specific scenarios | When customer question matches rule condition | Automates SOPs and consistent replies |
| Style | How replies should sound (tone, formatting, voice) | Applied to every outgoing message | Keeps brand voice and clarity |
| Guardrails | Hard lines the AI can never cross | Checked before every single reply | Prevents risks (privacy, legal, promises) |
