Optimizely's Greg Heinz on rebranding an AI platform: AI scaled the work, but every input stayed human

Greg Heinz, Senior Director of Brand and Digital Strategy at Optimizely, led the company's rebrand — and he argues AI should amplify creative work rather than automate it away. Recorded live at Opticon 2026 in New York City.

A rebrand is repositioning, not a new logo. Heinz walks through the research behind Optimizely's brand evolution, the market signals that made the case internally, and what the company had to give up to make the new promise credible.

The line between amplification and authorship gets drawn on purpose. "AI" covers everything from a tool that speeds up a designer to a system that ships work with nobody in the authoring seat. Heinz on where he insisted a person stay in the seat, and why.

A brand is proven by behavior, not messaging. What had to change in product decisions, sales conversations, and the digital experience for the new positioning to be true — and what keeps the brand recognizable as one company as the volume of expression goes up.

Greg Heinz and Greg Kihlström also get into what changes when the first thing evaluating your brand is an AI system researching on a buyer's behalf rather than a person.

About Greg Heinz

Greg is a marketing manager with over fifteen years of professional experience in B2B software solutions and services, Healthcare, Sports and Entertainment. My goal is to help organizations achieve rapid growth through brand development and demand generation. I am a strong believer in creating amazing experiences and lasting impressions through UX design and storytelling.

Greg Heinz on LinkedIn: https://www.linkedin.com/in/gjheinz/

---------- Resources ----------

Optimizely: www.optimizely.com

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