The results of our research are in: 6 things you need to know if you’re building an AI brand
Our second wave of AI research covers attitudes and perceptions of AI across consumers and developers in the USA, France, and South Korea. We also conducted conversations with current clients to dive deeper into issues – all in support of our focused naming practice for AI.
We identified 6 things for marketers and founders alike to consider when building an AI brand, and what consumers really expect from it. For the full report, please reach out to dmitri@lexiconbranding.com.
“The goal of our AI research series is to give us the insights to help guide our clients to the most effective new AI brand names – which is mission critical in such a fast-moving category.”
David Placek, Founder of Lexicon Branding
What was the goal of our research?
This research explored related topics to our first phase of research – what are the top traits of human intelligence and how can AI be seen as more intelligent? What does it mean to truly be an assistant that not only adds but also creates value? What can brands do to set meaningful expectations?
Our research was also augmented by interviews with former and current clients who use AI or are involved in AI product development:
- “Today’s AI models are useful but far from matching the human mind, which may be impossible to achieve.”
- “The real value in AI systems of the future is to truly function as assistants – beyond Alexa or Siri. To do this, they must have some human characteristics, including common sense – how that can be achieved is the puzzle.”
- “We have moved past the phase of hype, excitement, and exaggeration; we are now entering a new period of more realistic claims.”
6 Key Findings:
- The AI hype is ending: Consumers are in a phase of disillusionment with AI. For many, the latest AI brands aren’t dramatically different from voice assistants that have been around for decades. AI brands must generate intrigue and interest to overcome lowered expectations.
- AI under delivers on creativity: According to consumers surveyed, the top trait of intelligence is creativity, but as a category, AI under delivers. Brands that demonstrate a creative edge will feel more intelligent to their users and deliver on the fundamental promise of AI.
- Being an assistant isn’t enough: While many consumers haven’t experienced the promise of AI, developers report that AI is more than just a tool. For them, it is a partner or an extension of themselves. They see AI as not just an assistant but a creative collaborator. Developer-facing brands should lean into these qualities and avoid labeling themselves as a tool or an assistant. Perplexity’s new Reasoning Mode is doing just that.
- Speed = table stakes: Both consumers and developers expect AI to be fast and help them save time. They are less likely however to expect AI to understand their context and provide proactive notifications. Brands that promote contextual understanding and proactivity will surpass those who focus on efficiency.
- The simpler, the better: Despite their heightened expectations, developers don’t associate AI with a simple user experience. They appreciate the complexity of AI, but are more interested in products that lean on simplicity.
- Strong brand identities are forming: Voice assistants are perceived similarly and fading in the background of generative AI. Gemini has a unique set of brand equities compared to ChatGPT. Character.ai and Playground have distinguished themselves on an entirely different set of attributes.
Partner with us to build the world’s next best AI brand
