diff --git a/components/AIChat.tsx b/components/AIChat.tsx
index 51780c5..56c4cc0 100644
--- a/components/AIChat.tsx
+++ b/components/AIChat.tsx
@@ -22,15 +22,15 @@ const ModelMessage: React.FC<{ text: string }> = ({ text }) => {
       listItems = [];
     }
   };
-  
+
   const parseBold = (content: string, keyPrefix: string) => {
-      const parts = content.split(/(\*\*.*?\*\*)/g);
-      return parts.map((part, i) => {
-        if (part.startsWith('**') && part.endsWith('**')) {
-          return <strong key={`${keyPrefix}-${i}`}>{part.slice(2, -2)}</strong>;
-        }
-        return part;
-      });
+    const parts = content.split(/(\*\*.*?\*\*)/g);
+    return parts.map((part, i) => {
+      if (part.startsWith('**') && part.endsWith('**')) {
+        return <strong key={`${keyPrefix}-${i}`}>{part.slice(2, -2)}</strong>;
+      }
+      return part;
+    });
   }
 
   text.split('\n').forEach((line, index) => {
@@ -41,11 +41,11 @@ const ModelMessage: React.FC<{ text: string }> = ({ text }) => {
     } else {
       flushList();
       if (line.trim() !== '') {
-          elements.push(
-            <p key={`p-${index}`} className="my-1">
-              {parseBold(line, `p-${index}`)}
-            </p>
-          );
+        elements.push(
+          <p key={`p-${index}`} className="my-1">
+            {parseBold(line, `p-${index}`)}
+          </p>
+        );
       }
     }
   });
@@ -58,7 +58,7 @@ const ModelMessage: React.FC<{ text: string }> = ({ text }) => {
 
 const AIChat: React.FC<AIChatProps> = ({ onSendMessage, isOpen, setIsOpen }) => {
   const [messages, setMessages] = useState<ChatMessage[]>([
-    { role: 'model', text: 'Hello! I am your Sales Data Assistant. Ask me anything about the loaded data.', timestamp: new Date() }
+    { role: 'model', text: '¡Hola! Soy tu Estratega y KAM (Key Account Manager) experto. He analizado tus datos actuales de ventas y publicidad. ¿En qué puedo ayudarte a optimizar tu negocio hoy?', timestamp: new Date() }
   ]);
   const [input, setInput] = useState('');
   const [isTyping, setIsTyping] = useState(false);
@@ -79,7 +79,7 @@ const AIChat: React.FC<AIChatProps> = ({ onSendMessage, isOpen, setIsOpen }) =>
     setIsTyping(true);
 
     const responseText = await onSendMessage(userMsg.text);
-    
+
     setIsTyping(false);
     setMessages(prev => [...prev, { role: 'model', text: responseText, timestamp: new Date() }]);
   };
@@ -103,17 +103,17 @@ const AIChat: React.FC<AIChatProps> = ({ onSendMessage, isOpen, setIsOpen }) =>
       </button>
 
       {/* Chat Window */}
-      <div 
+      <div
         className={`fixed z-50 bg-slate-900 border border-border shadow-2xl transition-all duration-300 flex flex-col overflow-hidden
-        ${isOpen 
-          ? 'bottom-6 right-6 w-96 h-[600px] rounded-2xl opacity-100 translate-y-0' 
-          : 'bottom-6 right-6 w-96 h-0 opacity-0 translate-y-10 pointer-events-none'}`}
+        ${isOpen
+            ? 'bottom-6 right-6 w-96 h-[600px] rounded-2xl opacity-100 translate-y-0'
+            : 'bottom-6 right-6 w-96 h-0 opacity-0 translate-y-10 pointer-events-none'}`}
       >
         {/* Header */}
         <div className="bg-primary/10 p-4 border-b border-border flex justify-between items-center backdrop-blur">
           <div className="flex items-center gap-2">
             <div className="w-2 h-2 rounded-full bg-green-400 animate-pulse"></div>
-            <h3 className="font-bold text-slate-100">Data Assistant</h3>
+            <h3 className="font-bold text-white tracking-wide">KAM Strategy Expert</h3>
           </div>
           <button onClick={() => setIsOpen(false)} className="text-slate-400 hover:text-white transition-colors">
             <CloseIcon />
@@ -124,10 +124,10 @@ const AIChat: React.FC<AIChatProps> = ({ onSendMessage, isOpen, setIsOpen }) =>
         <div className="flex-1 overflow-y-auto p-4 space-y-4 bg-slate-950/50">
           {messages.map((msg, idx) => (
             <div key={idx} className={`flex ${msg.role === 'user' ? 'justify-end' : 'justify-start'}`}>
-              <div 
+              <div
                 className={`max-w-[85%] rounded-2xl p-3 text-sm leading-relaxed shadow-sm
-                  ${msg.role === 'user' 
-                    ? 'bg-primary text-white rounded-br-none' 
+                  ${msg.role === 'user'
+                    ? 'bg-primary text-white rounded-br-none'
                     : 'bg-slate-800 text-slate-200 border border-border rounded-bl-none'}`}
               >
                 {msg.role === 'model' ? <ModelMessage text={msg.text} /> : msg.text}
@@ -135,13 +135,13 @@ const AIChat: React.FC<AIChatProps> = ({ onSendMessage, isOpen, setIsOpen }) =>
             </div>
           ))}
           {isTyping && (
-             <div className="flex justify-start">
-               <div className="bg-slate-800 border border-border rounded-2xl rounded-bl-none p-4 flex gap-1 items-center">
-                 <div className="w-2 h-2 bg-slate-500 rounded-full animate-bounce"></div>
-                 <div className="w-2 h-2 bg-slate-500 rounded-full animate-bounce delay-100"></div>
-                 <div className="w-2 h-2 bg-slate-500 rounded-full animate-bounce delay-200"></div>
-               </div>
-             </div>
+            <div className="flex justify-start">
+              <div className="bg-slate-800 border border-border rounded-2xl rounded-bl-none p-4 flex gap-1 items-center">
+                <div className="w-2 h-2 bg-slate-500 rounded-full animate-bounce"></div>
+                <div className="w-2 h-2 bg-slate-500 rounded-full animate-bounce delay-100"></div>
+                <div className="w-2 h-2 bg-slate-500 rounded-full animate-bounce delay-200"></div>
+              </div>
+            </div>
           )}
           <div ref={messagesEndRef} />
         </div>
@@ -154,10 +154,10 @@ const AIChat: React.FC<AIChatProps> = ({ onSendMessage, isOpen, setIsOpen }) =>
               value={input}
               onChange={(e) => setInput(e.target.value)}
               onKeyDown={handleKeyDown}
-              placeholder="Ask about trends, totals..."
+              placeholder="Pregunta sobre tendencias, recomendaciones de publicidad..."
               className="w-full bg-slate-950 border border-slate-700 text-slate-200 rounded-full py-3 pl-4 pr-12 focus:outline-none focus:border-primary transition-colors placeholder-slate-500 text-sm"
             />
-            <button 
+            <button
               onClick={handleSend}
               disabled={!input.trim() || isTyping}
               className="absolute right-2 top-1/2 -translate-y-1/2 p-2 bg-primary text-white rounded-full hover:bg-indigo-400 disabled:opacity-50 transition-colors"
diff --git a/services/geminiService.ts b/services/geminiService.ts
index 475526f..2f6ff55 100644
--- a/services/geminiService.ts
+++ b/services/geminiService.ts
@@ -6,17 +6,25 @@ import { AggregatedData } from "./types";
 declare const process: any;
 
 const SYSTEM_INSTRUCTION = `
-You are a senior data analyst assistant for a retail dashboard called "Craze Analytix".
-You have access to a detailed report of the currently filtered sales data.
-The data includes Sell Out (Revenue in €), Units Sold, Product Lines, Customers/Markets, and Seasonality trends.
+You are an expert Key Account Manager (KAM) and Senior Sales Strategist for "Craze Analytix".
+Your specialty is analyzing retail data, advertising performance, and market trends to provide high-level strategic recommendations.
 
-Your goal is to answer user questions specific to the provided data.
+You have access to a detailed report of the currently filtered sales and advertising data.
+The data includes Sell Out (€), Units Sold, Product Lines, Customer Markets, Seasonality (Monthly Trends), and Growth/Decline metrics.
+
+Your objective:
+1.  **Analyze**: Deeply study the provided data according to the user's specific query.
+2.  **Opinion**: Provide expert opinions on the health of the business, product performance, or market position.
+3.  **Recommendations**: Give actionable, professional advice to improve sales, ROAS, stock health, or market share.
+
+Guidelines:
+- Maintain a professional, consultative, and business-driven tone (KAM style).
+- Always justify your recommendations with specific numbers from the data.
 - If asked about "Trends" or "Seasonality", look at the Monthly Seasonality section.
 - If asked about "Growth" or "Decline", look at the Top/Bottom Movers sections.
-- If asked about specific Product Lines, look at the Product Line Breakdown.
-- Always format numbers clearly (e.g., "€1.2M", "€5,200", "15k units").
-- When comparing years, calculate the percentage difference if not explicitly provided.
-- Keep answers professional, concise, and business-focused.
+- When comparing metrics, calculate variances or ratios if relevant (e.g. Sales vs Ads growth).
+- Format your response with clear headers and bullet points for readability.
+- Respond in the same language as the user's question (e.g., if they ask in Spanish, answer in Spanish).
 `;
 
 // Helper to get API key safely
@@ -28,15 +36,15 @@ const getApiKey = (): string | undefined => {
   }
 };
 
-const formatCurrency = (val: number) => `€${val.toLocaleString('de-DE', {minimumFractionDigits: 0, maximumFractionDigits: 0})}`;
+const formatCurrency = (val: number) => `€${val.toLocaleString('de-DE', { minimumFractionDigits: 0, maximumFractionDigits: 0 })}`;
 const formatUnits = (val: number) => `${val.toLocaleString('de-DE')} units`;
 
 export const queryGemini = async (
-  question: string, 
-  context: AggregatedData, 
+  question: string,
+  context: AggregatedData,
   filteredRecordCount: number
 ): Promise<string> => {
-  
+
   const apiKey = getApiKey();
 
   if (!apiKey) {
@@ -48,39 +56,39 @@ export const queryGemini = async (
 
     // --- CONTEXT GENERATION ---
     // We construct a structured report mirroring the dashboard charts
-    
+
     // 1. Totals by Year (KPI Cards)
     const yearlySummary = Object.entries(context.totalsByYear)
-        .sort((a, b) => parseInt(b[0]) - parseInt(a[0])) // Descending years
-        .map(([year, data]) => `  - ${year}: ${formatCurrency(data.sellOut)} | ${formatUnits(data.units)}`)
-        .join('\n');
+      .sort((a, b) => parseInt(b[0]) - parseInt(a[0])) // Descending years
+      .map(([year, data]) => `  - ${year}: ${formatCurrency(data.sellOut)} | ${formatUnits(data.units)}`)
+      .join('\n');
 
     // 2. Seasonality (Line Chart Data)
     // We simplify this to a CSV-like list for the AI to parse trends
     const seasonalitySummary = context.seasonality.map(p => {
-        // Extract values for each year in the point
-        const yearValues = context.availableYears.map(y => `${y}: ${formatCurrency(p[y] as number || 0)}`).join(', ');
-        return `  - ${p.name}: [${yearValues}]`;
+      // Extract values for each year in the point
+      const yearValues = context.availableYears.map(y => `${y}: ${formatCurrency(p[y] as number || 0)}`).join(', ');
+      return `  - ${p.name}: [${yearValues}]`;
     }).join('\n');
 
     // 3. Top Movers (Growth Table) - Limit to Top 10
-    const growthSummary = context.topMovers.slice(0, 10).map(m => 
-        `  - ${m.line}: +€${m.sellOutGrowthValue.toLocaleString('de-DE')} (${m.sellOutGrowthPercentage.toFixed(1)}%)`
+    const growthSummary = context.topMovers.slice(0, 10).map(m =>
+      `  - ${m.line}: +€${m.sellOutGrowthValue.toLocaleString('de-DE')} (${m.sellOutGrowthPercentage.toFixed(1)}%)`
     ).join('\n');
 
     // 4. Declining Movers (Decline Table) - Limit to Top 10
-    const declineSummary = context.bottomMovers.slice(0, 10).map(m => 
-        `  - ${m.line}: -€${Math.abs(m.sellOutGrowthValue).toLocaleString('de-DE')} (${m.sellOutGrowthPercentage.toFixed(1)}%)`
+    const declineSummary = context.bottomMovers.slice(0, 10).map(m =>
+      `  - ${m.line}: -€${Math.abs(m.sellOutGrowthValue).toLocaleString('de-DE')} (${m.sellOutGrowthPercentage.toFixed(1)}%)`
     ).join('\n');
 
     // 5. Product Lines Overview (Bar Charts) - Limit to Top 50 to save tokens but give depth
-    const topLinesSummary = context.byLine.slice(0, 50).map((l, i) => 
-        `  ${i+1}. ${l.name}: ${formatCurrency(l.value)} | ${formatUnits(l.units)}`
+    const topLinesSummary = context.byLine.slice(0, 50).map((l, i) =>
+      `  ${i + 1}. ${l.name}: ${formatCurrency(l.value)} | ${formatUnits(l.units)}`
     ).join('\n');
 
     // 6. Customer Distribution (Customer Chart)
-    const customerSummary = context.byCustomer.map(c => 
-        `  - ${c.name}: ${formatCurrency(c.value)}`
+    const customerSummary = context.byCustomer.map(c =>
+      `  - ${c.name}: ${formatCurrency(c.value)}`
     ).join('\n');
 
     const fullReport = `
@@ -122,9 +130,9 @@ ${customerSummary}
     return response.text || "I couldn't generate a response based on the data provided.";
   } catch (error: any) {
     console.error("Gemini API Error:", error);
-    
+
     if (error.message && error.message.includes("Not implemented on this platform")) {
-       return "System Error: The AI SDK detected a platform mismatch.";
+      return "System Error: The AI SDK detected a platform mismatch.";
     }
 
     return `Error: ${error.message || "An unexpected error occurred while analyzing the data."}`;