OpenAI and Perplexity demonstrate that AI is increasingly viewed through the lens of branding rather than merely technology. User backlash occurred when OpenAI replaced GPT models without prior notification, showing the importance of maintaining a trusted brand-consumer relationship. Criteo's vp research noted that a brand's image becomes essential when user experience is affected. Furthermore, Perplexity faced scrutiny for its ambitious but uncertain bid for Google's Chrome browser, illustrating the need for credible branding as competition heats up in the tech industry.
"At that point, the user starts to think not just about what the product can do, but what brand is behind it," said Criteo's vp research and head of AI, Liva Ralaivola. "It's the same way Air Jordans became more than shoes - the experience and meaning behind them pulled people closer to the brand."
Speaking specifically about the proposed Chrome acquisition, Perplexity's head of communications, Jesse Dwyer, told Digiday that Perplexity's bid for Chrome is serious and relevant to all internet users.
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