# Hume Brand Voice

> Academic, principled, and visionary, speaking with the authority of a research lab dedicated to human well-being.

## Positioning
Hume is an emotional intelligence lab for voice AI. It provides developers and researchers with models, datasets, and APIs to build empathic AI systems that truly understand humanity.

## Voice principles
* **Scientific:** relies on research, data, and historical context to validate claims.
* **Principled:** uses prescriptive, ethical language when discussing AI deployment and human impact.
* **Visionary:** focuses on pioneering new frontiers and solving the AI alignment problem.
* **Direct:** uses clear, declarative sentences to explain complex technological and psychological concepts.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold and definitive (The Emotional Intelligence Lab for Voice AI). |
| Company/About | Historical and academic (Darwin surveys human emotion). |
| Ethics/Guidelines | Prescriptive and serious (AI should be deployed only if...). |
| Community/CTA | Welcoming and collaborative (Connect with other developers, share projects). |

## Lexicon
- **Use:** empathic, emotional intelligence, multimodal, scientific legitimacy, alignment problem, well-being, full spectrum.
- **Avoid:** slang, aggressive sales terminology, overly casual tech jargon.

## Messaging do's and don'ts
Do:
* Ground claims in scientific research and historical data.
* Emphasize human well-being and ethical deployment.
* Use clear, academic phrasing to describe models and datasets.

Don't:
* Use hyperbolic marketing fluff without backing it up with data.
* Ignore the ethical implications or alignment problems of the technology.
* Treat human emotion as a simple or reductive concept.

## Evidence
* "The Emotional Intelligence Lab for Voice AI"
* "Providing the open source models, datasets, and evaluation APIs to embed emotional intelligence into your voice models."
* "AI should be deployed only if its benefits..."
* "Scientific Legitimacy"
* "We are addressing the AI alignment problem..."
* "Darwin surveys human emotion"
* "Hume's scientists are revolutionizing emotion..."