NGUY Karen | Brainder: Putting the "Brand Brain" at the heart of AI creation

Context

By 2025, with 90% of companies investing heavily in generative AI, marketing faces a major challenge: content standardization. With 10 to 15 new solutions launched every day, the amnesia of current models and the fragmentation of tools are gradually diluting brand uniqueness. This is Model Collapse.

The Brainder project is the result of in-depth research that began during my Master's degree, culminating in a thesis dedicated to the impact of AI on brand DNA. It addresses this surrounding chaos by transforming the traditional Brand Book into a dynamic Brand Brain.

By leveraging RAG (Retrieval-Augmented Generation) technology, the platform connects brand memory to generation tools to guarantee absolute consistency. Brainder thus provides an orchestration layer that preserves visual and editorial uniqueness in the face of the proliferation of marketing tools.

Role

- Discovery & Strategy: Analysis of the AI market, diagnosis of issues (model amnesia, fragmentation of tools), and definition of the "Brand Brain" concept.
‍
- Product Design: User experience storyboarding, definition of the MVP scope, and high-fidelity prototyping using Figma.

- Motion Design: Art direction and production of the one-minute narrative video for the final pitch at the Chatons d'Or awards.

Distinction

Finalist for the 2025 "Chatons d'Or" Awards
The festival of ideas rewards "limitless" innovations and emerging talents among creative youth. The prototype was selected as a finalist project in the "Digital Creation and Innovation" category, from over 300 applications.

Lauriers encadrant le texte « FINALISTE Création et innovation numérique » en noir sur fond blanc.

How to preserve the uniqueness of brands in the face of algorithms?

Discovery

Observation

By 2025, while 90% of companies will be increasing their investments in AI, 88% of marketers will already be using it daily.

Diagnosis

My research has identified three major obstacles: model amnesia (limited memory), tool fragmentation (15 new tools/day), and Shadow AI (risk of data leaks).

Solution

The use of RAG (Retrieval-Augmented Generation). Rather than relying solely on its training data, the AI uses the Brand Book as a "cheat sheet", a complementary orchestration layer to stay true to the brand's DNA and connect all the tools.