AI
Artificial intelligence is clearly here to stay. Beyond apocalyptic proclamations, its application is quickly spreading through various spheres, fuelling rapid growth for AI companies. Amongst this whirlwind of progress, the creation of a solid brand with properly designed digital products is essential for these companies’ survival.
Artificial Intelligence
Over the last few years, artificial intelligence and machine learning have been experiencing an unstoppable growth throughout all both industry and society at large. Beyond the deepfakes and alarmist stories on the malicious use of these technologies, there are many players – both big and small – who are making the most of advances in AI in order to offer new solutions in sectors such as medicine, financial security, personalised marketing, and more. Just one year on from the release of ChatGPT, generative AI has made the technology easy to access, use, and scale. Over the coming years, practically all companies will turn to AI in some way to further evolve their business.
In a competitive environment with such rapid growth, companies must build a strong and coherent brand to differentiate themselves from the rest and reach their users with a clear value proposition. An optimised brand and digital product design allows them to reach their target audience and draw links between a futuristic technology and a humanistic approach which must guide its implementation.
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
The technological innovations of AI are constant and move at a dizzying pace. Although this technical aspect is important, we mustn’t forget that a brand or product must factor in emotion and humanity in order to reach its final consumers. Branding places the user in the centre of the design process to guarantee optimum reach and impact.
The creation of a differential brand is crucial across sectors, but even more so with AI. It must both stand out amongst the competition and transmit the idea of unique innovation, given that hundreds of new brands enter the market every day.
A key differentiating factor is the brand name. In a hyper-saturated market the search for a name that can be registered, transmits the brand’s essence, and is memorable can be a huge challenge. Our naming process involves a custom methodology for guaranteed success.
Certain malicious uses of AI have created distrust amongst society. Branding plays an important role in explaining the values of AI companies with clarity and transparency in order to regain the trust of potential users.
AI-based products are technologically complex, so a positioning which reaches both experts as well as the public at large is important. Storytelling, a core element of branding, together with a solid communication strategy, are two key pillars for building a narrative and messages which transmit the key aspects of the brand.
The scalability and personalisation offered by generative AI should be reflected in a digital design system capable of scaling and adapting in the same way. The UX and UI processes behind digital products should take into account this potential.
Within the AI sphere, there’s thousands of startups hoping to attract investors and become the next unicorn company. A fundamental first step is the creation of a solid brand with coherent and structured strategic foundation, visual identity, and tone of voice. This way, a startup can quickly transform itself into a mature brand within the market and appear attractive to investors.
Statistics
58%
of companies anticipate investment in AI during 2024 (PWC)
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)
The rapid and constant innovations within AI call for the construction of brands today with a vision of tomorrow. This way we can be sure that they don’t become instantly obsolete and that they can offer a lasting value proposition.
Learnings
At Erretres, as a branding and digital consultancy, we’re lucky to be building the future alongside AI pioneers, accompanying them as they build stronger brands, better digital products, and precise communications. We’re proud to see that, thanks to our work together, they are now much more relevant companies with improved results after the changes we implemented.
Our experience
in AI
Designing prototypes
to help explain two
of their AI products
Rebranding and digital
design for a Spanish
contextual advertising
company
Brand and website
creation for a innovative
AI financial fraud prevention company
Positioning and rebranding
for a venture capital specialised
in the blockchain
Designing prototypes
to help explain two
of their AI products
Rebranding and digital
design for a Spanish
contextual advertising
company
Brand and website
creation for a innovative
AI financial fraud prevention company
Positioning and rebranding
for a venture capital specialised
in the blockchain
Designing prototypes
to help explain two
of their AI products
Rebranding and digital
design for a Spanish
contextual advertising
company
Brand and website
creation for a innovative
AI financial fraud prevention company
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.
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Hi! I’m Ollie, let’s talk!
Design Director
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