Branding Once Meant Logos. Today, It Means AI

After all, consider that bees' markings are instantly distinctive to each other and across species as a biological imperative. The idea of the brand goes from optimistic (bees were a brand, man!) Will we ever start to see distinct, convincing personalities emerge as brands--or at least a few decent archetypes? Because right now, I don't think that most of us could really distinguish a Siri response from a Cortana response from an Alexa response, beyond the specific voice.