A speech-enabled dialog system responds to a plurality of wake-up phrases. Based on which wake-up phrase is detected, the system's configuration is modified accordingly. Various configurable aspects of the system include selection and morphine of a text-to-speech voice; configuration of acoustic model, language model, vocabulary, and grammar; configuration of a graphic animation; configuration of virtual assistant personality parameters; invocation of a particular user profile; invocation of an authentication function; and configuration of an open sound. Configuration depends on a target market segment. Configuration also depends on the state of the dialog system, such as whether a previous utterance was an information query.