AI Branding Bloat Creating UX Friction
AI-generated image · Bay Street Wire
Google, OpenAI, and Anthropic are forcing users to navigate complex internal architectures through fragmented feature naming.
Google's recent announcement regarding Gemini Live voice features highlighted a core tension in AI design: the conflict between internal engineering labels and consumer usability. While Google claimed users shouldn't have to guess which tool to use for a task, as TechCrunch first reported, the Gemini app actually forces users to navigate between a general chat function and separate, branded features including "Spark" and "Daily Brief," each with its own icon.
TechCrunch notes that this trend of exposing internal architecture to the public extends across the industry. OpenAI's ChatGPT requires users to switch between "Chat" and "Work," while Anthropic's Claude app asks users to choose between "chat" and "Cowork" modes.
This engineering-centric approach contrasts with the strategies of other players. TechCrunch highlights Apple's approach to Siri, which integrates intelligence into existing tools like the Photos app and Spotlight Search without requiring new interfaces. Similarly, the rise of text-based AI services—such as Poke, Ollie, Lindy, Orchid, Lucas, Folk, Tomo, and Instinct—leverages the simplicity of messaging. Justine Moore, an investment partner at a16z, noted that users prefer a contact they can text over opening a complex app, citing iMessage as the gold standard.