Artificial Intellegence

A new wave of chatbots like ChatGPT uses artificial intelligence that could reinvent – or even replace – traditional marketing methods.

Between the 1990s ‘dot.com boom’ and today, few companies maintained market relevance long enough to truly upend the tech industry. One thinks of the iPhone, Google, and Facebook when considering the handful of products that changed our society. 

Just over two months ago, American AI research laboratory OpenAI staked its position as one of those potentially revolutionizing companies when it released its highly advanced text generator called “ChatGPT.” Some experts speculate that ChatGPT might replace internet search engines like Google, or that it will unsettle democratic practices through lobbying. Others believe it won’t become anything more than a nifty device for Twitter jokesters and customer service departments. 

At the very least, the language model is poised to reshape many fields – from your child’s homework to traditional marketing methods.

You may have noticed some of your favourite brands look a bit different lately. 

Perhaps your favourite packaged goods have been redesigned, or some signs in your neighbourhood have changed. Over the last decade, thousands of companies have changed their logos, fonts, colours, and entire brand identities, taking on more minimalist appearances. It’s part of a phenomenon that experts call “debranding.” 

What is Debranding?

Debranding is when companies simplify their logos and brand assets, often discarding detail and depth. Companies trade gradients, shadows and highlights for trimmed-down, one-dimensional versions of their logo.