In the rapidly evolving world of AI, it’s not just about who builds the most powerful model — the real battle might come down to branding. The article argues that early movers like OpenAI secured their dominance not only through technology but by crafting a clear, emotionally resonant brand around AI itself. Their identity as an AI-first company gave them a foothold, even when tech giants viewed AI merely as a feature.
One core insight is the idea of the “product delusion”: believing that superior engineering automatically wins customers. But humans don’t always pick the objectively best product — they pick what’s familiar, memorable, and easy to understand. Because many AI brands look and feel so similar, it’s the ones that distinguish themselves through genuine personality and clear positioning that are more likely to stick.
Creative quality and “entertainment value” are essential in this race. Even in a category as technical as AI, emotional messaging and creative storytelling help brands stand out and stay in consumers’ minds. The article points out that creativity has a long-term payoff — not only does it capture attention, but it also helps build memory and preference, which are critical in a crowded market.
Ultimately, the winner of the AI race won’t necessarily be the brand with the best model — it will likely be the one people know and remember. To succeed, AI companies need to focus not just on innovation, but on how they communicate their identity, differentiate themselves emotionally, and build lasting connections.
