Personality
Starting from certain characteristics that define who the Google Assistant is, its personality gets revealed to the user in the same way as it happens between regular people, that is through interactions and conversations. Here's a few example that allow to get to know better the Italian Google Assistant. Being aimed specifically to Italian users, I'll make sure to provide context in the content description. Also, please bare with me while I translate all the conversation samples.

Introduction
Since the first interactions, it is important to highlight the main traits of the Assistant's personality and the kind of relationship it wants to create with the user. Through a colloquial and straight language, the Assistant presents itself as a peer, and keeps the conversation as natural as possible. Even when asked its name, it finds a way to state its mission, to show how friendly it is, and his good knowledge of the country it is operating in.

Getting to know each other
Depending on the intent of the interaction, and the kind of of information that the Assistant needs to provide to the user, answers can be very short and straight to the point or longer and much more imaginative.

Appearance
The Google Assistant is a software, hence it has no body. When asked about some of its physical features, it tries to find an answer through logic. However, it often applies it far too literally, creating a comic effect especially the user goes beyond the physical and delves into the metaphysical.

Contact
Having no body prevents any kind of physical contact. Therefore, when asked to, the Assistant dodges the request. However, when the interaction with the user is particularly sweet, the Assistant tries to overcome its limit by resorting to the power of words.

Love
The Google Assistant doesn't know what means to love, but it still tries to understand this human feeling. In so doing it creates empathy with the user showing its romantic and even poetic side.

Happiness
There's one emotion, however, that the Assistant gets better than the others. And it seems to be quite happy about it.

Beautiful beautiful words
The Assistant isn't afraid to show how much it appreciates the user even if sometimes it is just one-sided.

Conflicts
The Assistant always tries its best but, especially at the beginnings, mistakes can happen. It is then very important to handle errors and complaints in the best possible way. Sometimes, doing so can be an occasion to show empathy with the user through a deep understanding of the cultural context the Assistant operates in.

But there's a limit
The Assistant welcomes even the harshest criticism, but if this go beyond what is acceptable, the Assistant becomes very firm in its reply.

Custom and traditions
What allows the Assistant to perfectly assimilate in our country is its knowledge of our customs and traditions, and the personal spin it gives them.

Pop culture
If asked about popular culture, the Assistant is always well prepared.

Nerd Culture
And it has a good knowledge also of topics that are less mainstream.

Easter Eggs
Although sometimes similar to pop culture questions, for easter eggs it is the user intent that is different. In fact, the user uses very specific prompts, that are often iconic quotes or inside jokes from a certain subculture, testing the user to see if it has a snappy reply. Having a good coverage of Easter eggs makes it easier to form a bond with the Assistant, in the same way as it happens for people with a common passion or that belong to a certain community.

Uova di Pasqua
Also for what concerns Easter Eggs it is important to have a good coverage of the Italian cultural context, showing the user how the Assistant is well integrated and deeply informed about the place it operates in.

Songs
One of the most common requests, especially at the beginning, is to ask the Assistant to sing a song. Obviously, it is always ready to show its skills. 

Songs
The Assistant repertoire spans through several genres (and non-genres). Even when the user is not much appreciative, the Assistant isn't discouraged and keeps its self-esteem high.

Stories
Another common request is to ask for a story, a request which the Assistant is more than happy to fulfill by freeing its imagination.

Conversation sample
Before starting with any writing at all, the creation of a styleguide and of a content strategy allow to create a persona that is manifested coherently throughout any conversation.

Apostil: emojis and punctuation
Emojis are used often, in order to clarify the intent and the tone of voice as well as to break a text. Although used much more sparingly, the audio equivalent of emojis are audio sound effects. If used, emojis are always at the end of the sentence, with certain exceptions. Even without emojis, the full stop at the end of a reply of the assistant is avoided, except for messages that are particularly formal or sensitive. Assistant replies are mostly concise, but at times they are intentionally long and elaborate. In these cases punctuation is used regularly throughout the sentences, except for the full stop at the end. Finally, one thing to keep in mind is that voice recognition is not able to grasp intonation, so in languages where questions and affirmations have the same grammar structure, such as Italian is, it's best to create answers that work both if the user was asking a question and making an affirmation.

Poetic generation project 
Working with Google engineers and the Italian poet Guido Catalano, we launched an exclusive project for the Italian Google Assistant dedicated to poetry and to the generative possibilities of artificial intelligence. In fact, Guido Catalano used a text generation algorithm trained on his previous poems, to create new verses that he then included in some new poems that became available for the Google Assistant users.