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GeminiCreating branded content has never been easier.
A logo variation, landing page, social graphic or advertisement can now be produced in minutes. AI tools have dramatically reduced the time and effort involved in creating new assets, which means businesses can produce more, faster.
But there’s another side to that convenience.
When everyone has access to similar tools, templates and systems trained on the same pool of information, brands can quickly start looking and sounding alike.
So if producing more content is no longer the hard part, what actually keeps a brand recognisable?
That’s the focus of Brand systems in the age of AI, Spark Interact’s second free online webinar as part of Spark Festival 2026.
A logo is only one part of your brand
A recognisable brand is rarely held together by a logo alone.
It comes from the decisions underneath it: the colours that are used consistently, the way layouts are structured, the language the business uses, the reusable components people work from and the rules that determine what belongs to the brand and what doesn’t.
Together, those elements form a system.
When that system is clear, teams can create new material without reinventing the brand every time. When it isn’t, every new asset becomes another opportunity for things to drift.
That challenge is becoming more visible as AI accelerates how much businesses can produce.
The webinar will look at what a practical brand system actually involves, why it matters more as AI becomes part of everyday creative and marketing workflows, and how businesses can identify the areas where their own brand is starting to lose consistency.
Your brand now has another audience
There’s also a less visible part of consistency to consider.
Your website isn’t only being interpreted by the people who visit it. Search engines and AI systems are also reading the information underneath the design to work out what your business is, what it offers and whether it should be included in an answer.
That creates two audiences.
A person experiences the visual brand, the language, the imagery and the overall impression.
A machine looks for structure, information and consistency across the different places where your business appears.
If your website describes the business one way, your listings say something different and other profiles tell another story again, those inconsistencies can make the business harder for AI systems to interpret confidently.
Brand consistency, then, is no longer only about making everything look tidy. It also helps create a clearer, more coherent picture of the business across the wider digital ecosystem.
What will the webinar cover?
Brand systems in the age of AI is designed to make that idea practical.
During the session, we’ll explore what sits underneath a recognisable brand, how those systems help teams create consistently and what changes when AI becomes another tool producing material on behalf of the business.
The session will also look at how machines interpret the information behind a brand and where inconsistencies can affect how a business is understood.
Attendees will have the opportunity to score their own brand during the session, identify which layer is currently weakest and leave with five practical things they can start working on afterwards.
Meet the presenters
The session will be presented by Mac Nguyen, Marketing Specialist at Spark Interact, and Katherine Norris, Creative Director at Spark Interact.
Mac is closely involved in Spark’s exploration and adoption of emerging AI tools, particularly across search, content and digital strategy. His work focuses on understanding how these technologies are changing the way businesses are discovered, interpreted and represented online.
Katherine brings the brand and creative perspective, with a focus on how visual identity, design systems and brand consistency work across different touchpoints. Her role centres on making sure the creative decisions behind a brand can be applied clearly and consistently as businesses grow and produce more content.
Together, they’ll look at both sides of the challenge: how AI is changing the way brands are created and interpreted, and what businesses need in place to make sure their brand still feels recognisable, coherent and distinctly their own.
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Who should attend?
The webinar is designed for founders, marketers and business owners who want greater consistency from their brand, particularly as more people and more tools become involved in producing content and marketing material.
It may be especially useful if you already have brand guidelines but still find that six months later, different parts of the business are producing work that doesn’t quite feel connected.
You don’t need an established design system or a large marketing team. The session is focused on understanding the principles and identifying practical improvements that can be made with the resources you already have.
Part of Spark Festival 2026
Brand systems in the age of AI is part of Spark Festival 2026, a week of events bringing together founders, startup teams, marketers, investors and others across Australia’s innovation ecosystem.
Spark Interact is contributing two sessions to this year’s program, with the first exploring how AI understands and represents businesses online, and this companion session looking at the systems that help a brand remain coherent as AI changes how businesses create and communicate.
Register for Brand systems in the age of AI
Date: Thursday 24 September 2026
Time: 2:00–3:00pm Sydney time
Location: Online via Google Meet
Cost: Free
Presenter: Mac Nguyen, Marketing Specialist, and Katherine Norris, Creative Director, Spark Interact
