Google’s Gemini has a branding problem, and so does the rest of AI

Google's Gemini app organizes its AI features under separate brand names like Spark and Daily Brief, each with distinct icons and navigation sections, which creates confusion for users about which feature to use for a given task. This branding problem extends across the AI industry, where companies expose their internal technical architecture to consumers rather than hiding it behind simpler interfaces, forcing users to learn different interaction modes like "Chat" versus "Work" modes. Other approaches, such as Apple's integration of AI into existing apps without requiring users to learn new interfaces, or text-based AI services that operate through simple messaging, demonstrate how AI could be presented more intuitively to mainstream users without requiring them to understand the engineering behind different features.