Content

Flexing our voice to the audience

There will be times when we need to be more sensitive to certain audiences, and when we can be more playful to others. Always think about our audience’s mindset.

Flexing our voice for customers

Flexing our voice for Business and Commercial

We may want to be less playful and use more intelligent wit when talking to higher-turnover businesses.

Flexing our voice for
Business and Commercial

We may want to be less playful and use more intelligent wit when talking to higher-turnover businesses.

Hitting the right notes
Consumer

Values: using AI in the right way

How Copilot can make us go faster

Copilot can be used as your virtual collaborator for a range of content ideation and brainstorming scenarios. Here are a few ways it can supercharge your content and conversation design workflows:

• Unlock creativity – use AI as a sparring partner to challenge assumptions and generate new ideas.
• Generate content variants – headlines, microcopy, chatbot responses and more.
• Explore voice and tone choices – generate content in different styles that follow brand guidelines.
• Prototype conversations – quickly test flows and next best actions across user journeys.

While AI can fuel ideation, critical thinking is always required to assess Copilot’s responses. They’re an input for your work, not the end state.

Understanding prompt design

Try using prompts to augment your brainstorming activities and get some ideas flowing. For example:

Create 10 variants of a CTA for customers to review their spending. Keep the messages actionable, optimistic in tone and short enough to fit in a button (max 15 characters)

Prompt design is the practice of crafting clear, purposeful instructions that guide AI systems – especially LLMs – to generate useful, relevant and brand-aligned responses. As an an emerging core skill for content and conversation designers, prompt design allows you to:

• frame problems in ways an LLM can best interpret
• influence the tone, structure and accuracy of responses
• iterate and refine LLM outputs through structured experimentation.

For designers at Lloyds, Microsoft Copilot is the bank’s supported AI tool and should be your assistant of choice.

Ethics for prompt design

Having the power of AI at your fingertips brings a set of responsibilities that are described in LBG’s AI assurance process. Here are some crucial considerations:

• Use approved AI tools –  Copilot is currently the approved tool for use at Lloyds. Don’t use public Large Language Models (LLMs) like ChatGPT or Gemini for your work.
• Check AI responses – look out for hallucinations, misinformation, toxicity, bias, autonomous reasoning and other inherent risks associated with generative AI.
• Be transparent – clearly identify where AI-generated content has been used in your work, and the rationale for doing so (e.g. messaging ideation, tone experiments).
• Prioritise privacy – don’t enter sensitive, personal or customer data into Copilot unless special permission has been given.
• Respect accessibility – ensure outputs are inclusive, accessible and aligned with brand and regulatory standards.

Using AI sustainably

Prompt design isn’t just about getting the desired outputs – it's about doing so responsibly. As generative AI becomes embedded in design workflows you should always consider the environmental impact.

• Use AI when it adds value – be selective and avoid unnecessary experimentation that doesn’t deliver meaningful outcomes.
• Be clear and concise – avoid overly verbose prompts to help reduce the energy footprint. Complex prompts like chaining (when prompts are linked together) should only be used where necessary.
• Avoid greetings and politeness – every word in a prompt is converted to a set of tokens that are processed. Hellos and goodbyes can unnecessarily add tokens, as do thank yous and pleases.
• Monitor performance – where possible, use tools that track prompt performance and environmental cost.

Protecting confidentiality

If you’re using confidential source materials, you’ll need to treat the outputs as confidential too. Some points to consider:

• Labelling –  use the right label for the document, maintain appropriate access controls and be careful who you share it with.
• Access – Copilot can access a wide range of sources. Eg if a file is on Sharepoint, it’ll be available to Copilot when it’s being used by anyone who also has access to that file.
• Third-party IP rights – watch out for AI-generated content that infringes copyrights, eg trade marks, logos, even the way other brands look and feel.
• Checking rights – make sure LBG has the rights to any third-party information you use in Copilot. Check external websites for terms of use. If in doubt, ask. 
• Legal advice – don’t use legal advice you’ve received from a lawyer in AI tools, as it could affect our legal privilege. Watch out for anything that says, ‘legally privileged’.