A method implemented by one or more processors, comprising: receiving, via one or more network interfaces: an indication of an executable dynamic interactive dialog application, structured content for use in generating a tailored version of the executable dynamic interactive dialog application, and at least one invocation phrase for the tailored version of the executable dynamic interactive dialog application, wherein the indication, the structured content, and the at least one invocation phrase are transmitted in one or more data packets generated by a client device of a user in response to interaction with the client device by the user; processing, using one or more selection models, the structured content to automatically select a plurality of persona values, wherein the structured content does not explicitly indicate the persona values; subsequent to receiving the indication, the structured content, and the at least one invocation phrase, and subsequent to automatically selecting the plurality of persona values: receiving natural language input provided via an assistant interface of the client device or an additional client device; determining the natural language input matches the invocation phrase for the tailored version of the interactive dialog application; in response to determining the natural language input matches the invocation phrase: executing the tailored version of the executable interactive dialog application, wherein executing the tailored version of the executable interactive dialog application comprises generating multiple instances of output for presentation via the assistant interface, each of the multiple instances of output being for a corresponding dialog turn during execution of the executable interactive dialog application and being generated using a corresponding one or more of the corresponding persona values and the structured content, wherein the one or more persona values define one or more characteristics for the multiple instances of output. receiving, via one or more network interfaces: an indication of an executable dynamic interactive dialog application, structured content for use in generating a tailored version of the executable dynamic interactive dialog application, and at least one invocation phrase for the tailored version of the executable dynamic interactive dialog application, wherein the indication, the structured content, and the at least one invocation phrase are transmitted in one or more data packets generated by a client device of a user in response to interaction with the client device by the user; an indication of an executable dynamic interactive dialog application, structured content for use in generating a tailored version of the executable dynamic interactive dialog application, and at least one invocation phrase for the tailored version of the executable dynamic interactive dialog application, wherein the indication, the structured content, and the at least one invocation phrase are transmitted in one or more data packets generated by a client device of a user in response to interaction with the client device by the user; processing, using one or more selection models, the structured content to automatically select a plurality of persona values, wherein the structured content does not explicitly indicate the persona values; subsequent to receiving the indication, the structured content, and the at least one invocation phrase, and subsequent to automatically selecting the plurality of persona values: receiving natural language input provided via an assistant interface of the client device or an additional client device; determining the natural language input matches the invocation phrase for the tailored version of the interactive dialog application; in response to determining the natural language input matches the invocation phrase: executing the tailored version of the executable interactive dialog application, wherein executing the tailored version of the executable interactive dialog application comprises generating multiple instances of output for presentation via the assistant interface, each of the multiple instances of output being for a corresponding dialog turn during execution of the executable interactive dialog application and being generated using a corresponding one or more of the corresponding persona values and the structured content, wherein the one or more persona values define one or more characteristics for the multiple instances of output. receiving natural language input provided via an assistant interface of the client device or an additional client device; determining the natural language input matches the invocation phrase for the tailored version of the interactive dialog application; in response to determining the natural language input matches the invocation phrase: executing the tailored version of the executable interactive dialog application, wherein executing the tailored version of the executable interactive dialog application comprises generating multiple instances of output for presentation via the assistant interface, each of the multiple instances of output being for a corresponding dialog turn during execution of the executable interactive dialog application and being generated using a corresponding one or more of the corresponding persona values and the structured content, wherein the one or more persona values define one or more characteristics for the multiple instances of output.