AI

Artificial intelligence is no longer a mere promise of the future: it has become a transformative reality. Beyond dystopian narratives, its integration across industries and sectors continues to accelerate, reshaping the way we work, create, and interact with technology. This rapid expansion has propelled AI companies into an intensely competitive landscape, where differentiation is the key to success.

Artificial Intelligence

Artificial intelligence (AI) and machine learning have evolved from emerging technologies to essential tools across nearly every industry. Their unstoppable progress has revolutionised fields such as healthcare, financial security, marketing, and creative industries, redefining how businesses operate and engage with their audiences. With the rise of Generative AI, accessibility and scalability have reached new heights, enabling organizations of all sizes to integrate AI into their processes. By 2025, adopting AI will no longer be an option: it will be a fundamental requirement for business growth and competitiveness.

One of the most significant advancements in AI is the rise of virtual agents and AI-powered assistants, which are transforming the way businesses and consumers interact. These intelligent systems are no longer just automated response tools; they are sophisticated, human-like entities capable of learning, adapting, and personalizing experiences. Virtual agents are now being integrated into customer service, content creation, healthcare support, and productivity tools, making AI more accessible and functional in everyday life. As these assistants become an essential part of digital ecosystems, companies must ensure that their branding and design strategies align with the evolving role of AI in shaping human interactions.

In an era where AI is ubiquitous, tech companies face the challenge of standing out in an overcrowded and ever-evolving market. Building a strong and coherent brand identity is not only crucial for differentiation but also for earning consumer trust. A well-crafted brand strategy, combined with innovative digital design, acts as a bridge between technological sophistication and human connection, ensuring that AI is perceived as accessible, ethical, and beneficial rather than complex and impersonal.

Beyond its analytical and predictive capabilities, AI has become a crucial player in branding and digital design. From automated creative processes to real-time content and campaign optimization, AI is allowing brands to tailor their messaging with unparalleled precision. In this evolving landscape, companies that successfully balance technological innovation with a clear and memorable brand identity will lead the future of the industry.

How can AI companies benefit from branding and digital design? We lay out some of the challenges that an AI company may face and how a branding and digital consultancy like Erretres can help to overcome them.

Trends

AI is advancing at a rapid pace, but its true impact depends on how well it connects with people. Technology alone is not enough; the success of an AI-driven product or service depends on its ability to add real value to users’ lives. Branding plays a key role in this process, ensuring that AI solutions are not only innovative but also relevant and accessible.

In a sector where hundreds of new AI companies emerge every day, developing a strong and distinctive brand identity is essential. It’s not just about standing out from competitors, it’s about conveying a sense of continuous innovation, aligned with the fast-paced nature of the industry. A well-structured brand must reflect the disruptive and cutting-edge essence of AI solutions, ensuring that the company is not only recognised but also remembered.

One of the most powerful differentiators in an oversaturated AI market is the brand name. Finding a registrable, meaningful, and memorable name is a critical challenge for any startup. At Erretres, we apply a strategic naming methodology that guarantees each brand has a unique identity tailored to the global market.

AI has also faced trust issues due to concerns over its misuse. Branding plays a crucial role in building transparency and communicating company values, helping AI businesses establish credibility and connect with their audiences. There is immense potential to strengthen trust in AI through clear, ethical, and responsible brand communication.

AI-driven products may be technologically advanced, but for them to have a real impact, they must be understood and accessible to a broad audience. Storytelling is a powerful branding tool, allowing brands to communicate complex concepts in a clear, engaging, and meaningful way. A well-defined communication strategy ensures that AI is not just understood by industry experts but also embraced by the general public.

Generative AI has transformed scalability and personalisation across all industries, including digital design. AI-powered digital products must feature UX and UI systems that allow for adaptability and customisation, ensuring a smooth and intuitive user experience for every individual.

The AI startup ecosystem is filled with companies seeking investment to scale and become the next unicorns. However, having groundbreaking technology is not enough: investors look for brands with clear strategies, strong visual identities, and a well-defined tone of voice. A well-established branding foundation is the first step in transforming a startup into a mature, market-ready company.

Statistics

36.6%

AI is expected to grow at an annual rate of 36.6% between 2024 and 2030, making it one of the biggest drivers of global economic growth. (Grand View Research)

11,300M

dollars raised by OpenAI at present

133

million new jobs to be created by AI by 2030 (McKinsey)

15B

dollars contributed by AI to the global economy by 2030 (PWC)

33%

of AI adoption centres on the automation of IT processes (IBM)

25%

By 2025, businesses using AI for digital commerce are expected to see a 25% improvement in customer satisfaction. (Hurree)

26%

AI is projected to increase global GDP by 26% ($15.7 trillion) by 2030. (Search Logistics)

464M

OpenAI attracts 464 million visitors per month. (Semrush)

3.7B

In 2024, OpenAI secured $3.7 billion in funding. (The New York Times)

The rapid and relentless innovation in AI demands that brands not only adapt to the present but also anticipate the future. The growing adoption of virtual agents and AI-powered assistants is shifting the way people engage with brands; these intelligent systems serve as the interface between users and technology, making the experience more intuitive, conversational, and responsive. As these assistants evolve, businesses must ensure that their brand identity, tone of voice, and UX/UI design align with the shift towards hyper-personalised, AI-driven interactions.

Learnings

At Erretres, as a leading branding and digital agency, we have the privilege of shaping the future alongside AI pioneers. We guide these companies in creating strong brands, developing AI-driven digital products with our UX/UI methodology, and crafting precise, effective communication strategies. We take pride in knowing that, through our work, these companies have increased their market relevance and achieved tangible business growth.

Our experience
in AI

McKinsey

Designing prototypes
to help explain two
of their AI products

Seedtag

Rebranding and digital
design for a Spanish
contextual advertising
company

Lynx

Brand and website
creation for a innovative
AI financial fraud prevention company

Nextblock

Positioning and rebranding
for a venture capital specialised
in the blockchain

McKinsey

Designing prototypes
to help explain two
of their AI products

Seedtag

Rebranding and digital
design for a Spanish
contextual advertising
company

Lynx

Brand and website
creation for a innovative
AI financial fraud prevention company

Nextblock

Positioning and rebranding
for a venture capital specialised
in the blockchain

McKinsey

Designing prototypes
to help explain two
of their AI products

Seedtag

Rebranding and digital
design for a Spanish
contextual advertising
company

Lynx

Brand and website
creation for a innovative
AI financial fraud prevention company

Nextblock

Positioning and rebranding
for a venture capital specialised
in the blockchain

Products understood by all

Products based on AI are innovative but also technically very complex. In order to explain the value and uses of these offerings in a clear and simple way for all kinds of audiences, a clean and efficient visualisation of the product is fundamental. This is achieved through an optimised and clear design.

At Erretres, as a branding and digital consultancy, we developed for McKinsey a project to explain to future clients the complex mechanics of two of their most powerful AI-based products. The interactive prototype explained in layman’s terms the workings of the AI models and then highlighted the possible benefits in tangible, real-life terms, all packaged in an iPad app for the company’s consultants to use while they travelled.

Branding and digital are key

The AI landscape is becoming increasingly crowded, with only a few companies able to transform into unicorns. During this process the use of a strategically, visually, and communicatively solid brand is imperative to distinguish a company in between the noise and seem attractive to investors.

At Erretres, we’ve been lucky enough to accompany various unicorns during their growth process: Civitatis, Playtomic, Returnly and Seedtag are just some of them. Seedtag is an example of how many startups need to promote their growth and rework their positioning. We worked on a new brand platform that served as the foundation for a new visual identity and website design. Seedtag is currently one of the most promising Spanish AI unicorns.

Connecting tech and humanity

Telling a story is one of the best ways for a brand to connect with its audience. For AI companies, it can serve to bring together the visual and verbal aspects of the brand and then form the basis of a clear and simple communicative style. These key messages are important in an industry whose tools and products are sometimes complicated to explain.

At Erretres we partnered with Lynx to make a qualitative leap forwards in terms of their brand presence. Although the company, specialised in the detection and prevention of financial fraud thanks to AI, had been working in the market for years and enjoyed a fantastic reputation, a moment came when it was clear that a new brand was needed. We built a solid and mature identity based on watertight strategic foundations, all revolving around a concept of “Eye to Eye” which inspired the verbal and visual expression of the new Lynx.

Designing the future

At Erretres we’ve always talked about working for the unknown, as we design brand and digital products that must efficiently tackle the challenges of the coming years. In the case of AI companies, we stretch this idea to the limit, as it’s a sphere in constant and rapid evolution. We really have to stretch our imaginative and analytic skills in order to visualise the future.

Nextblock is a venture capital company focussed solely on investing in blockchain companies. We defined a strategic brand platform to transmit the potential of the investments, with a brand idea based on “What’s Next?” and the “X” marking future opportunities.