Introduction

Artificial intelligence has become one of the most transformative forces in our era. It’s not only changing how we search, communicate, or automate daily tasks - it’s reshaping the very fabric of how we think about design and branding. When technology evolves this quickly, one question rises: how do you build a brand identity that feels timeless, human, and meaningful in a world led by algorithms?

In a recent Branding Masterclass for AI Founders, Mike and Chara Smith of Smith & Diction tackled this question head-on. They shared insights from their work with AI ventures like Perplexity and Gamma, two companies that show how subtle design choices can redefine the way AI interacts with humans. Their perspective offers a roadmap for the future of design - where technology and creativity don’t compete, but complement one another.

This blog takes inspiration from their masterclass, expanding on the key lessons and exploring what they reveal about the future of design in an AI dominated world.

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Branding in the Age of Intelligence

For decades, branding was about recognition. Companies wanted logos, slogans, and color palettes that stuck in people’s minds. But as AI products increasingly shape our everyday experiences, branding has to do more than be memorable—it has to be invisible yet powerful, guiding the way we interact with information without getting in the way.

Design in AI isn’t just about making things look good. It’s about creating a bridge of trust between humans and machines. In an industry often seen as opaque and technical, branding becomes a translator. It’s what turns a complex algorithm into a product people understand, adopt, and even love.

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What does this mean for anyone building with AI?

Here's what I wish someone had told me when I first started thinking about AI and design:

Your users aren't impressed by your algorithm. They're impressed by how your algorithm makes them feel. Design is what translates technical capability into human emotion.

Consistency beats creativity. I used to think every touchpoint needed to be a chance to show off. But the best AI brands I've seen are relentlessly consistent in their promise. Every interaction reinforces the same core value.

Your brand needs to work in motion. Static logos are dead. Your brand identity needs to work in loading states, in transitions, in micro-interactions. Because that's where users actually experience your product.

Personality is a choice, not an accident. Perplexity chose to feel authoritative and reliable. Gamma chose to feel inspiring and energetic. Neither happened by accident—both required thousands of tiny decisions that all pointed in the same direction.

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Why Gamma chose a different path (and why both work)

Now, Gamma took a completely different approach, and it's fascinating to see how both strategies work.

Where Perplexity disappears into your workflow, Gamma wants to inspire you. It's not trying to be invisible - it's trying to be motivating. The branding feels more energetic, more creative, because creating presentations should feel creative.

This taught me something important: there's no one-size-fits-all approach to AI branding. The key is understanding what emotional state your users are in when they need you.

When I'm searching for information on Perplexity, I want efficiency and trust. When I'm building a presentation on Gamma, I want to feel inspired and capable. Both products succeed because their brands match those moments.

The takeaway? AI products don’t just need to function - they need to resonate. Gamma’s identity illustrates how subtle decisions in color, motion, and type can turn an abstract technology into something that feels approachable and even inspiring. It proves that branding isn’t an afterthought; it’s a competitive advantage in a space where many tools promise similar things.

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The Smith & Diction philosophy: Design as a system

Mike and Chara Smith emphasize that design today isn’t about creating a logo and walking away. It’s about building systems. Brands in the AI era need to be adaptive, scalable, and capable of living across dozens of touchpoints - from websites and dashboards to animations, ads, and even future products that haven’t been imagined yet.

Their philosophy shows us the future direction of design:

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Design is dynamic: Branding must work in motion, not just in static form.

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Design is contextual: Every choice: color, font, interaction - must connect back to the product’s purpose.

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Design is invisible: The best design often fades into the background, letting function shine.

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Design is human: Even in AI, empathy, warmth, and playfulness matter.

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This systemic approach ensures that brands aren’t trapped in a single aesthetic. They’re equipped to evolve alongside their products and users.

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Conclusion: Design as dialogue

At its best, design is not decoration - it’s dialogue. It’s the way a brand communicates its promise, values, and purpose without saying a word. In the age of AI, this dialogue takes on new importance. Algorithms can process data, generate text, and even produce visual assets, but they can’t replace the human instinct for meaning.

The future of design lies not in resisting AI, but in collaborating with it. Just as Smith & Diction showed through Perplexity and Gamma, the most powerful branding doesn’t compete with intelligence - it enhances it. It ensures that when machines speak, they do so in a language humans can trust, understand, and embrace.

Your users aren't impressed by your algorithm. They're impressed by how your algorithm makes them feel. Design is what translates technical capability into human emotion.

Consistency beats creativity. I used to think every touchpoint needed to be a chance to show off. But the best AI brands I've seen are relentlessly consistent in their promise. Every interaction reinforces the same core value. In this future, design is both invisible and essential. It’s the quiet force shaping how we see, feel, and experience intelligence. And that makes it more powerful than ever.

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