Ragged Edge develops humanised branding for AI platform Kili

France, US – Artificial intelligence is friend, not foe. This is the message that AI training company Kili hopes to convey with its warm and human-like refreshed brand identity.

Since its foundation in 2018, Kili has been helping businesses apply human expertise to tech, training AI to create high-quality and unbiased data sets. Conscious that for many, AI is synonymous with hostility and suspicion, the French company enlisted Ragged Edge for a rebranding. Together, they chose to create a friendly and unintimidating mascot to embody artificial intelligence. The strategy behind this move was not only to humanise AI via the cartoonish animated mascot, accessible UI and warm colour palette. The aim was also to encourage positive and empathetic AI sentiment, rooted in pragmatic expertise instead of science fiction.

‘The rebranding recognises that we have a lot to gain from AI. But first AI has a lot to learn from us,’ says Max Ottignon, co-founder of Ragged Edge. ‘In an industry marked by its soulless hyperbole, we built Kili around something more grounded: good data and human intelligence.’ At LS:N Global, we have been monitoring the spread of AI Optimistic mindsets and the mavericks trying to weave emotions into the technology.