The problem with invisible branding

Average consumers typically have no idea they’re interacting with–or being manipulated by–an algorithm. That’s a branding problem.

Artificial intelligence is the most ubiquitous innovation you never see. It quietly powers automatic translation and closed captioning, automated media manipulation, search results, social media filtering, medical diagnosis, shipping logistics, and targeted advertising. There is likely no aspect of human industry and society that AI will not eventually touch–for better or for worse. Consumers, however, have few ways to understand when and how AI is being used, and to judge for themselves if they see it as a benefit or not. It’s simply not a recognizable element of a brand.

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