Implementations relate to executing a tailored version of a dynamic interactive dialog application, where the tailored version is tailored based on structured content that is specified by a creator of the tailored version. Executing the tailored version of the interactive dialog application can be in response to receiving, via an assistant interface of an assistant application, an invocation phrase assigned to the tailored version and/or other user interface input that identifies the tailored version. In some implementations, a tailored version of a dynamic interactive dialog application is executed with persona value(s) that are specified by a creator of the tailored version and/or that are predicted based on structured content and/or other input provided by the creator in creating the tailored version. In some implementations, structured content and/or other input provided by a creator in creating a tailored version of an interactive dialog application is utilized in indexing the tailored version.