Make Asa your own

Navigate to Configuration > Appearance in the sidebar.

Setting	Description
Avatar	Your logo or a recognizable icon. Shown in the chat header and as the widget button on your storefront.
Theme	Match your storefront — use dark if your store is dark. Consistency reduces friction.
Widget Position	Bottom right works for most stores. Use bottom left only if a fixed element (cart button, sticky bar) would overlap the widget.
Brand Color	Primary brand HEX for message bubbles and highlights. Most merchants match their storefront CTA color.
Assistant Name	How Asa introduces itself — for example, Ask Nike or Zara AI.
Input Placeholder	Placeholder text when a shopper starts a new chat — for example, Find your fit… or Ask about ingredients, routines, or products….

Use the preview panel on the right before saving. Click Save Changes in the top right to apply.

Navigate to Configuration > Responses in the sidebar. Three tabs control how Asa behaves.

Setting	Description
Response Length	How concise or detailed answers are. Preview changes on the right.
Tone of Voice	Brand personality in replies. If unsure, read three strong product descriptions out loud — that tone is usually the right pick.
Default Language	Primary customer language. Asa still adapts to the shopper’s language in chat; this is the default only.
Proactive Messages	Helpful prompts while shoppers browse — before they ask. Works well on product pages, cart, and search.
Storefront Events	Tracking for shopper behavior on your store. Turn this on to power proactive messages and contextual replies.

Guidance is your brand voice in plain language — not a dropdown. Think of it as the brief you would give a new teammate on day one.

Communication Style

Set tone, vocabulary, and terminology. Be specific — vague instructions produce vague answers.

Brand type	What to write
Fashion and apparel	”Use aspirational but accessible language. Refer to products by their full name. Never use slang. Suggest complementary pieces when recommending.”
Health and wellness	”Use warm, science-informed language. Avoid medical claims. Recommend consulting a professional for medical conditions. Use ingredient names accurately.”
Skincare and personal care	”Use clean, ingredient-forward language. Acknowledge concerns with empathy. Never guarantee results — use ‘may help’ or ‘known to support’.”

Context and Clarification

Tell Asa when to ask a follow-up before answering.Good examples:

“When a shopper asks for a routine, ask skin type and primary concern first.”
“When a shopper asks for a size, ask their usual size and preferred brand first.”
“When a shopper asks about supplements, ask their health goal before recommending.”

Handover to Team

Define what Asa should never handle alone. Asa follows these literally.Good examples:

“Hand over when a shopper requests a refund or mentions a damaged product.”
“Escalate if the issue involves an account, payment, or order that cannot be found.”
“Always hand over complaints — never resolve dissatisfaction without a human.”

Additional Guidelines

Anything else — for example:

Each Guidance field has a 1,000 character limit. One clear instruction beats three vague ones.

Under Human Support Contact, choose where escalations go:

Destination	What it does
Email Contact	Shoppers see your support email in the widget when Asa hands off.
Redirect URL	Shoppers are sent to your help page or contact form.
Gorgias	Escalations create tickets in Gorgias. See the Gorgias integration guide.

Set handover before you go live. Those conversations are tagged Redirected in Activity > Conversations.

Click Save Changes in the top right after you connect Gorgias or change the destination.

Use the preview panel on the right before saving. Click Save Changes in the top right to apply.