<p>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.</p>

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.

Prompting a new brand era

Artificial Intelligence will be the single most disruptive force the world has ever seen. It will change the way we work, the way we communicate, even the very nature of our existence. The world as we know it will be torn down and AI will build a new utopia from the ashes. Or . . . maybe it will do none of that! In reality, it’s way too early to predict the scope of AI’s impact on the world. But, one area we are starting to see AI have some mastery over is the world of advertising.
Welcome to ‘Brand New World,’ a podcast about this nascent moment in marketing and advertising as it all begins to take shape. Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing this technology, and how big companies such as Google and Coca-Cola are leading the way in deploying AI to grow their brands. Jeff has been covering marketing and brands for the past two decades—during which he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but never anything quite like this.

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Artificial Intelligence will be the single most disruptive force the world has ever seen. It will change the way we work, the way we communicate, even the very nature of our existence. The world as we know it will be torn down and AI will build a new utopia from the ashes. Or . . . maybe it will do none of that! In reality, it’s way too early to predict the scope of AI’s impact on the world. But, one area we are starting to see AI have some mastery over is the world of advertising. Welcome to ‘Brand New World,’ a podcast about this nascent moment in marketing and advertising as it all begins to take shape. Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing this technology, and how big companies such as Google and Coca-Cola are leading the way in deploying AI to grow their brands. Jeff has been covering marketing and brands for the past two decades—during which he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but never anything quite like this.

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