From the almost unnerving intelligence of ChatGPT to the quiet creep of AI-powered features into just about everything, the AI explosion from the past few years feels like we’re living through a genuine revolution. We’ve seen new AI-first brands emerge, such as DeepSeek, and watched established tech giants scramble to plant their flags in this new territory.

It’s been quite a show.

But this era of shouting about AI is likely to be short-lived. As AI becomes less of a novelty and more of a utility, the focus will naturally shift. It won’t be about what it is, but what it does for us.

And that points to a future where AI branding isn’t about standing out, but about seamlessly blending in. It’s about building strong, trusted brands that happen to be powered by AI, rather than being AI brands. The ultimate goal? For AI to become an invisible, yet indispensable, part of our daily lives.

The companies that will truly win will be the ones that can weave AI into their offerings so smoothly that users barely notice it’s there. It’s about enhancing functionality, improving experiences and empowering people, without shoving the technology in their faces. In that empowerment, the AI itself kind of... disappears. It becomes the silent engine driving a better world.

Right now, of course, the spotlight is blazing. Companies are understandably eager to flaunt their AI prowess, using distinct branding to signal innovation and attract attention (and, let’s be honest, investment). OpenAI, with its clean, almost academic aesthetic, has done a remarkable job of positioning itself as a thought leader. Microsoft’s Copilot is a clever name, suggesting partnership and assistance. Google, with Gemini, is leaning on its existing reputation for innovation yet loosening the reins on visual cohesion with what’s known to be “Googly”. Adobe’s Firefly, a standalone and integrated GenAI offer, is in lockstep with the recently revamped Adobe brand, while the name itself shouts “new and different” compared with the likes of family legacy apps such as Illustrator and Photoshop. Even IBM, with the AI OG Watson, has taken many shapes between integrated and elevated, working hard to stay relevant and top of mind in the new and ever-evolving landscape.

This initial land grab is driven by a few key things.

First, there’s the allure of capital. Venture capitalists are practically throwing money at anything with “AI” in the name. Second, there’s the need to build trust. AI can still feel a bit like magic (or, to some, a bit scary), so a strong brand can help demystify it. And third, there’s the simple desire to stand out in a crowded field.

But this approach is ultimately unsustainable. Think about the internet. Remember AOL and CompuServe? They were heavily branded gateways to the online world. Now, the internet is just... there. We don’t think about the infrastructure; we just expect it to work.

AI is headed down a similar path.

As AI algorithms become more sophisticated and more deeply embedded in our lives, the focus will inevitably shift to the user experience. People won’t care whether their email client uses Google’s Gemini or Microsoft Copilot to filter spam; they’ll just want a clean inbox. They won’t be concerned with the specific AI model powering their smart home; they’ll just want their lights to turn on automatically.

This shift demands a fundamental change in how we think about branding. Instead of highlighting the AI, we need to focus on the benefits it delivers. It’s about user-centric design, intuitive interfaces and seamless integration. The AI becomes the invisible engine, powering a superior experience.

Consider Dolby. Once, the Dolby logo was everywhere — on audio equipment, movie screens. Now, while Dolby technology is still crucial for high-quality sound, the brand has largely faded into the background. People care about the sound quality, not the specific technology that makes it possible.

Similarly, Intel, once a ubiquitous presence on computer cases, has evolved its branding. The intel Inside campaign was brilliant, but the company now focuses on the performance and capabilities of its processors.

So, where does this leave us? The future of AI branding lies in integration and invisibility. Companies will need to build strong parent brands that encompass their AI capabilities. Instead of launching separate AI-branded products, they’ll seamlessly integrate AI into their existing offerings.

Now, this doesn’t mean that AI-focused companies such as DeepSeek will disappear. They may well continue to maintain distinct brands to attract talent and funding. But for most companies, the long-term play will be to integrate AI into their core brand identity, making it an invisible, yet indispensable, part of their overall value proposition.

The challenge for those of us in the brand and design world will be to create experiences that are both powerful and intuitive, without drawing undue attention to the underlying AI. It’s going to require a deep understanding of user needs, a commitment to seamless integration and a willingness to let the technology fade into the background.

It’s a fascinating challenge, and I, for one, am excited to see how it unfolds.

First published in Campaign US.