LIT Create’s Post

Can artificial intelligence create real brands? Not long ago, the general belief was that AI would mostly be doing basic repetitive tasks. The last thing to be replaced would be creativity. Because ultimately it is our ability as humans to think creatively that differentiates us from the machines. In the past couple of months, this notion seemed to change. Everywhere we see the creative output of AI: imagery, videos and texts produced at scale - faster and more cost efficient than ever humanly possible. To some extend, it felt like the opposite might be true: Creativity could actually be the very first thing to be replaced. Turns out, we need a more nuanced perspective on AI and creativity. While AI tools can be powerful engines, businesses cannot rely on it alone to create meaningful brands and experiences. In order to really create something that people identify with, something that provides substance and direction, it needs empathy, authenticity, collaboration and hard work. It needs humans. This applies for any brand work we do. And especially when dealing with a brand that represents the vision of becoming the global home for human AI. For IPAI, we crafted a brand system that strikes the balance between flexibility and recognizability. Iconic, yet adaptable to its many initiatives, people and organizations taking part. A brand co-created by the humans at IPAI and LIT Create. Happy to see our friends Bryony Gomez-Palacio and Armin Vit at UnderConsideration, LLC pick up and feature this case. Thanks! #branding #branddesign #brandsystem #brandstrategy #aibrand #ai #ipai #artificialintelligence #brand #design #logo #heilbronn #brandbuilding