The AI branding problem is becoming impossible to ignore. Google’s Gemini has it, and so does the rest of the AI industry. In a recent announcement about new Gemini Live voice features, Google made a compelling promise: “You shouldn’t have to guess whether a task requires Spark, a Daily Brief, or a quick inbox search.” The irony is that Google has given every Gemini AI feature its own distinct branding, directly contradicting that message and exemplifying the very AI branding problem they claim to solve.
The Cluttered Gemini Experience
Open the Gemini app, and you’re greeted with three separate features: chat, Spark, and Daily Brief. Each has its own icon and designated spot in the app’s navigation. This fragmentation clutters what should be a straightforward consumer experience and suggests Google is still searching for a killer feature. This confusion is a direct symptom of the broader AI branding problem affecting the entire sector.
Daily Brief: A Miss
The Daily Brief feature feels like something an AI engineer would find clever, not something an everyday user would appreciate. It’s an AI-enabled agenda that provides “proactive, personalized updates” by pulling data from Google apps like Gmail and Calendar. In practice, however, it struggles to distinguish between urgent, actionable information and unsolicited nudges. For example, it might prompt you to continue a research session you started in the chatbot or, worse, resurface your previous Google searches.
This isn’t just unhelpful; it can feel invasive. If you were researching college scholarships or animal rescues, it doesn’t mean you want an AI tapping you on the shoulder about them later. This feature misstep highlights how the AI branding problem pushes unnecessary functionality onto users without considering actual needs.
Spark: Useful but Misbranded
Spark, on the other hand, is one of Gemini’s more useful aspects. It’s an AI agent that can take action on your behalf. However, Google has packaged it as its own standalone brand, which it doesn’t need to be. A mainstream AI app user shouldn’t have to think about which “side” of the app to use for a given task. They should simply type their request, and the AI should handle the rest, automatically spinning up an agent if needed. This unnecessary separation is another clear example of the AI branding problem in action.
The Industry-Wide AI Branding Problem
This issue isn’t limited to Google. The AI branding problem is an industry-wide phenomenon. Consumers are being asked to learn brand names for what are essentially different interaction modes powered by a company’s AI model.
For instance, users of Anthropic’s Claude have to decide whether they want to “chat” or “Cowork.” Until recently, these two modes didn’t even share a memory of past conversations. Similarly, ChatGPT requires you to toggle between “Chat” and “Work.” This engineering-minded design makes interacting with AI feel unnatural and forces users to learn the internal logic of the system, rather than presenting a cohesive and intuitive interface. Tackling this AI branding problem should be a priority for every major player.
The Apple and iMessage Contrast
This fragmented approach is why Apple’s more subdued Siri strategy may ultimately win over consumers. iPhone users don’t have to change their behavior to take advantage of Siri’s improvements. Apple simply makes existing apps and features smarter, like Spotlight Search, the Photos app, and voice requests, without forcing users to learn a new interface. By avoiding the AI branding problem, Apple offers a smoother, more accessible experience.
The Rise of Text-Based AI
The same principle explains the growing popularity of text-based AI services. These services, like Poke, Ollie, and others, operate through simple text messaging. Users just text a chatbot, and the assistant does what’s asked. Text messaging is a clean, simple, and well-understood interface. It requires no extra mental effort to figure out which feature or product within a larger app to use. As a16z investment partner Justine Moore recently wrote, “People don’t want to open an app every time they need help – they want a contact they can text like a friend. And the gold standard is iMessage.”
Solving the AI Branding Problem
The AI industry’s AI branding problem creates a significant barrier to adoption. By forcing consumers to navigate a confusing landscape of features and sub-brands, companies are making their products harder to use. The future of successful AI likely lies in simplicity, where the technology works seamlessly in the background, and the user experience remains intuitive and frictionless. Until companies address this AI branding problem, they risk alienating the very users they hope to attract.
