AI is racing ahead; models are scaling, funding’s flowing, and AI models and agents are actually doing things for us. And yet AI's branding is jogging behind.
I was recently reminded of the early 2010s, when Facebook and Apple didn’t just ship products—they set the tone for an entire generation of brands. Facebook’s first global campaign in 2012. Apple’s iOS 7 in 2013. It’s easy to forget that these didn’t just feel like launches; they were powerful, loud and clear statements that led an aesthetic revolution. Brand that stood for something. Design that meant something.
