"Name confusion ... happened more often than expected, and would occasionally come up in client meetings or new business conversations," says cofounder Taji Zaminasli.
"It wasn't a decision we took lightly," says cofounder Josy Amann, highlighting the difficult choice of rebranding due to brand equity built over two decades.
Zaminasli mentions that the change represents "a natural next step" for the company, reflecting the agency's focus on fusing creativity with technological innovation.
The phrase 'ars ex machina' has been used internally for about a decade, describing the agency's programmatic practice prior to the rebranding.
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