> For the complete documentation index, see [llms.txt](https://themochi-app.gitbook.io/documentation/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://themochi-app.gitbook.io/documentation/module-4-ai-setup-and-intelligence/setup-your-ai-setter.md).

# Setup your AI setter

## Set Up Your AI: Setter Playbook & Creator DNA

**What it is** — The Setter Playbook and Creator DNA are the two engines behind every AI feature in Mochi. AI reply suggestions, Away Mode, AI Mode, and the annotations in the Training Center all draw on them. The Setter Playbook is what you tell Mochi about your business — your offer, your audience, your tone, your rules. Creator DNA is what Mochi learns on its own from the messages your team has actually sent. Together, they're what makes AI-drafted replies sound like you instead of a generic bot.

**Who can use it** — Creator and Manager can open and edit the Setter Playbook and Creator DNA setup. **Web only** — this setup does not exist on iOS. The iOS app's `Settings > Intelligence` screen covers Voice Cloning, Lead Summary, and Spam Filter, but not the Setter Playbook or Creator DNA wizard; do this part on a desktop browser.

**Before you start**

* Connect Instagram and let real conversations accumulate first. The AI learns from actual sent messages, so an empty inbox gives it nothing to learn from.
* Gather your core business inputs before you sit down: your niche, your ideal customer, your best-performing opener, your offer, your booking/CTA link, and a rough list of who is *not* a good fit.
* If you use Calendly, connect it first (`Settings > Integrations`). The CTA link you enter in the wizard needs to exactly match the one Mochi already tracks, or bookings won't auto-update lead status.

### How the AI setup works

Mochi's AI Setter runs on two complementary sources:

* **Setter Playbook** — a structured set of fields you fill in yourself: your business, your offer, your audience, your tone, your rules for qualifying and disqualifying, and example conversations. These fields are static. Mochi doesn't rewrite them on its own — they only change when you edit them.
* **Creator DNA** — a profile Mochi builds automatically by analyzing the messages your team has actually sent to leads: your tone, your phrasing, your emoji habits, how you tend to handle objections. Creator DNA keeps evolving the more you use Mochi. You don't maintain it by hand.

AI reply suggestions, Away Mode, and AI Mode all draw on both sources together. The Playbook tells the AI what to say and where the lines are; Creator DNA tells it how to sound saying it.

### Fill in your Setter Playbook

Open `Settings > Intelligence > Setter Playbook`. The wizard is organized into five parts, worked through in order.

#### 1. Business identity

* Your niche/industry — be specific ("1:1 fitness coaching for postpartum women," not just "coaching").
* A description of your ideal customer.
* Real example opening messages from actual leads, if you have them.
* Your single best-performing opener. This is the most influential input for how the AI's tone comes across, so don't skip it.
* Proof points, credentials, and social proof — the AI weaves these into conversation naturally rather than dumping them all at once.
* An explicit list of who is **not** a good fit. This feeds the disqualification logic later in the wizard.

#### 2. Conversation goal

Choose whether the AI should aim to **book a call** or **close in DMs**. As a rule of thumb, booking a call tends to fit better once your offer is priced above roughly $3,000; below that, closing in DM can work fine.

#### 3. AI personality

* Pick a tone preset: Casual & Friendly, Professional & Direct, High Energy, or Mirror the Lead.
* Pick a message format: Short Bubbles (multiple quick messages) or Single Message.
* Set formatting toggles individually — lowercase, abbreviations, emojis, special characters, and exclamation marks are each their own on/off switch, not a bundled style preset. The emoji toggle controls whether the AI *uses* emoji in its own messages — it's a separate thing from message reactions (reacting to a lead's message with an emoji), which isn't a Mochi feature.
* Add **Custom Vocabulary**: phrases you actually use, and phrases to avoid. Common "avoid" entries: never state a specific price in DMs, never let a conversation sit for 24+ hours without a follow-up, never chase a lead more than 3 times, and avoid AI-sounding phrasing like "that's not just X, it's Y."

#### 4. Conversation flow

Configure four tabs — Openers, Qualify & Nurture, CTA, and Follow-up:

* Set 3–5 qualification checkpoints and 2–3 qualifying triggers. The AI weaves these into natural conversation rather than firing them as a rigid questionnaire.
* Set disqualification triggers and choose what happens next: politely end the conversation, send a free resource, keep talking without a CTA, or remove the lead from the inbox. See "Don't dead-end disqualified leads" below before picking "remove."
* On the CTA tab, the booking link must **exactly match** the one connected in `Settings > Integrations`. Always let Mochi send it — a copy-pasted link won't carry tracking and won't auto-update the lead's stage.
* Follow-up defaults are a 24-hour delay between attempts, up to 3 follow-ups, then either mark the lead cold, send one final message, or move it into a longer cold-nurture sequence.

#### 5. Train your AI

Work through 7 required training tabs: Openers, Budget, Hesitation, Competitors, Qualifying, Closing, and Follow-ups. For each scenario, either accept the AI's suggested reply as-is (**Use Reply**) or rewrite it (**Edit**). Budget 20–30 minutes for a first pass.

This step is also where you set **Guardrails**: hard rules that override everything else in the Playbook, such as never stating a specific price, never guaranteeing results, and always routing to a human if someone raises anything legal.

Human handoff rules also live in this section. The defaults are sensible for most accounts — leave them alone unless you have a specific reason to add a custom trigger.

### Generate a first draft automatically

You don't have to start the Playbook from a blank page. Inside the wizard, an action generates a full draft Setter Playbook from your existing account data, covering business identity, lead archetypes, qualification stages, and a permission-based closing script. Download it, review it, and bring it back in as training material (see below) instead of writing everything from scratch.

### Add your own playbook content

The training-material step in the wizard is a **pasted text field**, not a traditional file upload — you paste content directly into it rather than attaching a document. Content should be plain text or Markdown-formatted. If you already have a sales playbook or SOP written up elsewhere — including the auto-generated draft from the step above — this is where it goes: merge it with the wizard's structure (optionally using Claude or ChatGPT to help merge and trim it down to size), then paste the result in.

Keep pasted content concise — **around 20,000 characters** is the commonly-cited working guideline for this field.

> {% file src="/files/hAjT75RG9BrdQxLRlHgO" %}

### Creator DNA: your voice, learned automatically

Creator DNA is built from messages your team has already sent — you don't fill anything in here yourself. Once there's enough sent-message history, Mochi's analysis typically surfaces things like:

* Your casual-vs-formal tone split, as a percentage.
* How often you use emoji.
* How often you ask questions.
* Signature phrases and greetings you use repeatedly.
* Vocabulary patterns.
* How you tend to respond to specific objection types (timing, authority, and so on).
* A summary stat line — for example, "analyzed 885 messages, average length 16 words."

Because Creator DNA is learned rather than configured, the way to improve it is simple: keep sending real messages through Mochi. It keeps refining itself as your team's message history grows.

### The AI Setter data benchmark

The Setter Playbook wizard and the related AI review tools (see the Training Center article) need enough real conversation history before they're considered ready to unlock automatically. The figure cited internally is roughly **500 messages or 500 leads** of history. If you're confident you already have enough volume before hitting that mark, you can also request an early manual unlock.

### Test Playground

Before AI-drafted replies go live in the inbox, use the Test Playground to preview what the AI would say based on your current Playbook and Creator DNA settings. Use it after any significant edit to the wizard to sanity-check tone and content before your team sees it in real conversations.

### Nurture resources and the seven-hour rule

Not every lead is ready to book or buy the moment they show interest. Mochi's working theory is that a cold lead typically needs somewhere around seven cumulative hours of exposure to your content before they convert — which is why the Conversation Flow tabs let you attach nurture resources (an ebook, a YouTube video, a Loom, a case study) for leads who aren't ready yet.

For a resource that already lives online — a podcast episode, a YouTube video — don't upload a file. Create a **new Link** in Content Hub pointing at it (the same mechanism used for tracking links generally), then reference it by name from the wizard or in chat via the `/` menu. Save an actual file (an image, a short clip) as **Media** in Content Hub instead.

### Don't dead-end disqualified leads

When a lead gets disqualified, avoid routing them straight to "remove from inbox." A gentler default is to redirect them to a free resource — a podcast link is a common example — so they stay in your ecosystem instead of disappearing. Avoid archiving or deleting leads outright: a financial objection today doesn't mean never, and a future downsell offer can still convert someone who said no to your core offer.

### Tips

* Do the setup yourself before handing Mochi to your team — you'll understand the product better and be able to answer their questions.
* Your best-performing opener is the single highest-leverage input in the whole wizard. Spend real time getting it right.
* Revisit the Playbook periodically as your offer, audience, or objections evolve — it doesn't update itself the way Creator DNA does.
* Connecting Mochi to Claude (see Integrations & Tracking) can surface extra insight into which objections come up most and how they're handled — useful context while you're refining the Playbook.

### Common mistakes & fixes

| Mistake                                                             | Fix                                                                                                 |
| ------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------- |
| Pasting the CTA link instead of sending the connected Calendly link | Always let Mochi insert the tracked link — a raw pasted link breaks auto-status updates.            |
| Writing a vague "who's a good fit" description                      | Be specific — name the niche, budget range, and problem, not just "coaches" or "entrepreneurs."     |
| Treating disqualification as a dead end                             | Route disqualified leads to a free resource or cold nurture instead of removing them outright.      |
| Expecting Creator DNA to reflect your voice on day one              | It needs real sent-message history first — it improves the more the team uses Mochi, not instantly. |
| Skipping the Test Playground before rolling out changes             | Preview any Playbook edit before your team starts relying on AI suggestions built on it.            |

### Limits & good to know

* Setter Playbook and Creator DNA setup is **web-only**. On iOS, `Settings > Intelligence` only covers Voice Cloning, Lead Summary, and Spam Filter.
* AI features stay generic until there's enough data behind them — a brand-new account sees generic suggestions until the Playbook is filled in and message history accumulates.
* Guardrails set in the "Train your AI" step override every other setting in the Playbook — use them for anything genuinely non-negotiable (pricing, guarantees, legal topics).

**Related:** AI Tags, Lead Summary, Spam Filter, AI Setter: Suggestion Pills, Away Mode & AI Mode, Training Center, Voice Cloning. Also see **AI Reply Suggestions** and **The Inbox** (Module 03), and **Connect Calendly** (Module 06).