Brand voice, writing rules, and languages
Three settings shape every draft: what Lumi may mention, how it should sound, and which language it writes in. Set them before your first large batch.
Where to find them
Open Settings in the Lumi admin. Writing rules, Brand voice, and the draft language in General settings each have their own section. Brand voice and languages other than English need One-Time Cleanup or Maintain.
Writing rules
Hard rules for what drafts may and may not say.
Mention the brand in product descriptions
Off by default. When on, Lumi can name the brand from the product's vendor or title. Leave it off if you resell other brands.
Mention variants in product descriptions
Off by default, so one color or size isn't described as the whole product. When on, descriptions can list options such as colors or sizes. Lumi won't say an option is in stock.
Always mention and Never claim
One statement per line. Use Always mention for facts every description should carry, and Never claim for things your products must never be described as. Both apply to product descriptions.
Banned words and phrases
One per line. Applies to product descriptions, SEO titles, and meta descriptions, not alt text. A draft that still uses a banned term after a rewrite isn't saved.
Brand voice
Available on One-Time Cleanup and Maintain.
Let Lumi read your storefront
The brand voice analyzer reads your public storefront so drafts match your style. It can't read a password-protected storefront.
Edit the guidance
Adjust the result in plain language, such as concise, practical wording without superlatives. Brand voice shapes tone, never facts.
Test on a small batch
Run five products and read the drafts before using the voice on a large batch.
Draft language
Choose one of 17 languages for new drafts. Free drafts in English.
One language per store
The setting applies to every new draft. Lumi writes in that language; it doesn't translate existing content or manage Shopify Markets translations.
See the full list
The supported languages page lists every option and explains how they work with Shopify's own translation tools.
Lumi help questions
Do writing rules apply to alt text?
Banned words don't apply to alt text, and the brand and variant settings apply to product descriptions. Alt text describes what is visible in the image.
Will changing my brand voice rewrite published content?
No. Settings guide future drafts. To update published content, start a new batch and choose to rewrite.
Make the first draft sound like you
Brand voice and languages are included with One-Time Cleanup and Maintain.