# Kaltura Brand Voice

> Authoritative, high-performance, and future-focused, emphasizing scale and intelligence.

## Positioning
Kaltura is the leading AI video platform designed for enterprise-scale engagement. It provides real-time intelligence and agentic tools to help large organizations manage, govern, and activate video content across webinars, events, and internal workflows.

## Voice principles
*   **Authoritative:** Uses bold claims and definitive rankings to establish market leadership.
*   **Momentum-driven:** Focuses on action, progress, and movement rather than static features.
*   **Technical yet accessible:** Explains complex AI concepts (like agentic avatars) through their functional benefits and organizational utility.
*   **Reliable:** Emphasizes security, control, and enterprise-readiness to reassure high-stakes industries like finance and technology.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and visionary. Uses high-impact verbs like "Build," "Power," and "Activate." |
| Product Features | Functional and benefit-oriented. Focuses on what the user can "Control" or "Leverage." |
| Social Proof/Results | Data-driven and validating. Uses specific percentages and industry titles to build trust. |
| Interactive AI (Avatars) | Helpful and conversational. Uses direct "Try asking" prompts and first-person introductions. |

## Lexicon
- **Use:** Agentic, enterprise-scale, momentum, real-time intelligence, multimodal, govern, activate, "always-on," engagement.
- **Avoid:** "Simple," "Easy," "Cheap," "Small-scale" (Not evident from copy; the brand favors "Enterprise" and "Powering 20M+").

## Messaging do's and don'ts
*   **Do:** Use active verbs that imply growth (e.g., "Build momentum," "Drive demand," "Surface insights").
*   **Do:** Connect AI features directly to business outcomes like attendee increases or workflow control.
*   **Do:** Reference the scale of the platform to reinforce its #1 market position.
*   **Don't:** Describe video as a passive experience; always frame it as an interactive, "agent-led" experience.
*   **Don't:** Use hedging language; use definitive statements like "The age of agents is here."
*   **Don't:** Forget the "human" element of the enterprise (e.g., "Teams that can't afford to fail").

## Evidence
*   "THE #1 AI PLATFORM FOR ENTERPRISE-SCALE ENGAGEMENT"
*   "Build momentum across every experience"
*   "The age of agents is here"
*   "Trusted by teams that can’t afford to fail"
*   "Numbers that speak volumes"
*   "Guide & Activate / Curate & Discover / Manage & Govern"