AI Variables are dynamic content blocks in your email sequences generated by AI in real time. Like classic variables ({{recipient_first_name}}), they're auto-filled when a message is sent — but instead of pulling from a static field, they use lead and company context to generate relevant, personalised content at scale.

Examples: {{sir_madam}} → "Sir" or "Madam" / {{recipient_company_icp}} → "B2B SaaS companies" / a city list pulled from the company website.

How to Create Effective AI Variables

1. Name the variable

Clear, descriptive name (e.g., {{ai_intro}}, {{ai_use_case}}). The name doesn't affect output but helps teammates understand its purpose.

2. Write a clear prompt

The prompt is the instruction to the AI — be specific: define the goal, provide context (job title, website, tech stack, city), and specify tone, format, and length. Use the (x) icon in the AI Variable builder to see available input variables.

3. Define Do's and Don'ts

Specify what the AI should do (reference a use case, mention an expansion, highlight website content) and what to avoid (no capital letters, don't invent information, keep under 10 words, no explanations). Explicit Don'ts prevent hallucinations and format drift.

4. Provide 10+ output examples

Use simulated lead data. Be varied but clear to set boundaries for the AI. Align examples with your desired tone and format.

5. Test with real data

Preview output on 10 real leads. Evaluate accuracy, tone, and naturalness. Refine prompt and examples until consistent.

Important Before Starting

• To preview AI Variables, you need contacts associated with your organisation. If you're new to Topo, create your first list first — once you have contacts, you'll be able to test AI Variables when setting them up.

• If you're already an existing Topo user, you can preview AI Variables without any additional steps.

• Some variables requiring web scraping may be unreliable if the information isn't publicly available. If outputs remain random after prompt refinement, set the variable aside — it won't materially improve results.