The problem with invisible branding

If AI is to become a meaningful facet of society, identifiable and understandable by consumers, its value must be articulated. And for that to happen, designers of AI-driven experiences must make the invisible visible; they have to give AI a good, old-fashioned brand identity. A skeptic might wonder why AI needs branding in the first place. If it's meant to silently toil away in the background of our lives, why does it need to announce itself? Why give consumers yet another thing to think about?