The Database Brand: How AI is changing what a brand is

This is a short audio essay, based on the first Futuremade View. In The Database Brand, Tracey extends her work on identity, machine readability and the shift from the Designed Self to the Database Self, applying it to brands. For most of modern marketing history, brands were treated as designed identities: names, logos, promises, personalities and desired places in the minds of consumers. But in an AI-mediated world, brands are increasingly assembled from attributes, signals, reviews, metada...