Kili rebrand hopes to change AI conversation

Paris and New York-based AI training platform Kili turned to Ragged Edge in a bid to cut through industry hype and inform its audience that good AI relies on good data. The British branding agency was responsible for creating a new mascot, tone of voice and identity system.

Founded in 2018, Kili aims to enable subject matter experts to collaborate with in-house tech teams to create high quality, unbiased data sets, thus ensuring that data is no longer a barrier to responsible and effective AI.

Ragged Edge understood that the new brand had to effectively change the conversation around AI, moving it on from science fiction to pragmatic expertise. This was partially achieved through altering the tone of voice to combine intelligent pragmatism with empathy.

Elsewhere, a new mascot is an exciting development, and Kili hopes that bringing warmth and humanity into a category that lacks both will help it to achieve stand out. The Kili character’s main purpose will be to explain complex and technical points in an easy to understand, emotionally engaging manner.

Ragged Edge was also responsible for crafting a full range of iconography, infographics and product illustrations to complement the new mascot. Stretching across all touchpoints, the identity system is designed express unassuming humanity.

Max Ottignon, Ragged Edge co-founder, says, “The rebrand recognises that we have a lot to gain from AI. But first AI has a lot to learn from us. In an industry marked by its soulless hyperbole, we built the Kili brand around something more grounded: good data and human intelligence.”