Generative AI has taken the brand world by storm. But how is the planet’s best-known AI company building its own brand? Like everything to do with AI, the brand aspect of this category is evolving and changing seemingly week to week. There’s newer brands like Anthropic, Perplexity, and DeepSeek, alongside established giants’ own sub-brands like Apple Intelligence, Google Gemini, Amazon’s Rufus AI assistant, and on and on.With about 400 million users, and almost constant news coverage, OpenAI may be the best known purely AI company.In episode seven of Fast Company’s Brand New World podcast, host Jeff Beer talks to OpenAI’s chief marketing officer Kate Rouch about the strategy behind their Super Bowl ad, how the company defines its brand values, and why, despite helpful lessons from the last 30 years of tech, new precedents will still be set for the AI brand category.