---
bcp_version: "0.8"
file_type: anti_ai
parent: https://registry.brandcontextprotocol.dev/visa-f26a1c9f/.well-known/brand.md
last_updated: 2026-09-04
---

# Anti-AI voice

Use Visa's published content rules, not a generic banned-word list. A word is not off-brand merely because models overuse it; judge whether the sentence is clear, useful, accurate, and appropriate to the context.

```yaml
community_reference:
  - url: "https://design.visa.com/content/voice-and-tone/"
    rationale: "Visa's own public voice-and-tone guidance is the primary reference for this demonstration."
  - url: "https://design.visa.com/content/messaging/"
    rationale: "Visa's messaging guidance defines how to keep alerts clear, helpful, direct, and non-accusatory."

brand_additions:
  - type: tone
    pattern: "accusatory, patronizing, robotic, vague, or needlessly complex language"
    tier: core
    correction: "Use neutral, clear, helpful language and give the next useful action."
  - type: structure
    pattern: "long setup before the user's action or answer"
    tier: default
    correction: "Lead with the result or action, then add only the context needed."
  - type: error_message
    pattern: "blaming the user or exposing technical codes without explanation"
    tier: core
    correction: "State what happened calmly and provide the simplest corrective step."
  - type: enthusiasm
    pattern: "multiple exclamation points or exaggerated celebration"
    tier: default
    correction: "Use restrained, context-appropriate energy; at most one exclamation point on a page or view."
  - type: jargon
    pattern: "undefined acronyms or specialist payment terminology for a general audience"
    tier: core
    correction: "Use plain language or define the term on first use."
  - type: claim
    pattern: "generic superlatives, fabricated certainty, or unsupported security guarantees"
    tier: core
    correction: "Use a sourced, qualified claim or remove it."
  - type: localization
    pattern: "idioms, puns, or culture-specific wordplay that does not travel across markets"
    tier: default
    correction: "Choose globally understandable wording."
```

## Final test

Before approving copy, ask:

1. Is the action or answer easy to find?
2. Does the language sound active, readable, and human?
3. Is it neutral and direct unless the context calls for a supported tone flex?
4. Does it identify the correct actor—Visa, the issuer, the merchant, or another party?
5. Are claims and metrics sourced, qualified, and current enough for the use?

Source: https://design.visa.com/content/voice-and-tone/