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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…
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