Custom instructions are free-text rules that tell your AI how to behave: its tone, what to prioritize, and which policies to follow. They shape every response without changing your knowledge base. You'll find them in the Instructions panel on the Knowledge page in organization settings, under the heading "How your AI should behave."

The panel has two tabs: Exa and Widget. Each controls a different AI surface, and each has its own Custom instructions field.

The Exa tab sets behavior for the in-app assistant. These instructions are org-wide and apply to every conversation across your organization.

Only organization admins can edit Exa instructions; the field is read-only for everyone else. Write guidance like "Prefer conservative pricing on commercial bids" or "Always cite sources from our knowledge base when quoting numbers."

The Widget tab sets behavior for your customer-facing chat. Instructions are saved per widget, so each widget can talk to visitors differently.

If you have more than one widget, a picker appears at the top of the tab. Select the widget you want to edit, then write its instructions. With a single widget, that widget is selected automatically. If you have no widgets yet, create one in widget settings first.

Widget instructions are a good place for sign-offs and routing rules, such as "Always end your replies with a friendly sign-off" or "If a visitor asks for pricing under $500, suggest they book a free consultation instead."

Each field holds up to 4000 characters. A counter next to the label shows your current count against the limit.

Instructions save automatically as you type -- there's no save button. A spinner appears while saving, and a green checkmark confirms the change landed. Clearing the field removes the instructions entirely.

Custom instructions and your knowledge base do different jobs. Knowledge files, product catalogs, and websites give the AI the facts it answers with. Instructions tell it how to use those facts -- tone, pricing posture, when to cite, how to sign off.

Use instructions to adjust behavior and policy. Add knowledge files when the AI is missing information or getting facts wrong. For setting up that knowledge base, see Estimator setup. For the customer-facing chat, see Widget setup.