If every e-commerce and digital experience ultimately has an AI-powered agent that greets us and assists us throughout our experience with the brand, then tone is the UX of the natural language era. The personality, the sound, the sense of humor, the inflection, the sound effects and musical undertones punctuating the experience - these details have the potential to transform the user experience of these applications. But today we’re still thinking about the persona and tone of computer-assisted experiences the way we thought about graphic user interfaces (GUI’s) in the 1980’s - basic, somewhat monotonous, and we’re not even staffing people to explore and innovate better experiences. I anticipate the rise of “persona designers” that specialize in distinguishing a brand and digital experience through the use of all the characteristics that distinguish interactions with people. Perhaps the future “design system” will include a persona profile for the brand that centralizes all of these attributes for consistent experiences across surfaces?