SOUL.md

A Markdown file format used in OpenClaw (and similar autonomous AI agents) to define an agent's core "personality," values, principles, boundaries, and decision-making guidelines (e.g., ethical rules, tone, priorities). In digital marketing, it lets marketers create branded, consistent AI assistants—e.g., a professional brand voice for content generation, lead nurturing, or social replies—ensuring the agent acts "as" the brand rather than a generic chatbot, with long-term alignment to campaign goals.