78% of Americans now use AI-powered tools. Yet 55% believe AI will do more harm than good in their daily lives. Only 21% trust AI-generated information most of the time.
In short: Usage is rising. Trust is falling.
For any brand integrating AI, this is not a technology gap. It is a trust gap.…
Insights.
Post-quantum web security. What your digital platform needs now.
Quantum computing will change how encryption works across your digital platforms. Not all at once. But in the places that matter most. Secure connections. Login credentials. Certificates that prove your site is legitimate. Engineering teams don’t need to react overnight. But they do need to start…
Beyond the chat bar. Designing SaaS interfaces for the agentic era.
PostHog made chat its default homepage. Linear embedded an AI agent across the app. Attio moved further towards agent-first interactions. Three of the most design-aware SaaS products in the market, all pushing conversational AI closer to the centre of the experience. The response was immediate.…
Building institutional trust. Why generic branding weakens financial services brands.
There’s no shortage of noise in fintech branding. Big claims. Disruption narratives. Technology framed as the answer to everything. In financial services, that approach erodes confidence. Between 2020 and 2026, the fintech market split. Capital began flowing toward businesses with clear…
Automotive gold for Dusted at Transform Awards with wins for Mahindra and Cubic³.
Another year at the Transform Awards Europe. Another gathering of the industry’s most ambitious thinkers, designers and brand leaders. And another moment to reflect on the work that doesn’t just shift perception, but changes the trajectory of entire categories. For 17 years, Transform has…
From growth to exit. The ultimate playbook for fintech scale-ups preparing to sell.
Branding accounts for more than 30% of market value in leading companies, with over three-fifths of CEOs attributing more than 40% of valuation to brand and reputation. In a market where strategic acquisitions made up 78% of fintech exits in 2025, these facts go beyond marketing theory. That’s…
The hidden cost of design debt on SaaS roadmaps.
Your CFO raises a familiar point. The same button exists in five different codebases. Each version does the same job. Each one carries its own cost. You feel it in delivery timelines. In resourcing. In all the duplication that sits behind everyday product work. Design debt rarely announces…
Transforming brands in hard-to-move categories. Lessons from our award-winning work.
With the 2026 Transform Awards Europe approaching, I sat down once again with Dusted’s Creative Director, Paul Marten, to reflect on a different question from our last conversation. Not simply what makes brand work award-worthy, but what happens when that work takes place in categories that rarely…
What it takes to create award-winning brands. Reflecting on our past wins with Creative Director Paul Marten.
The Transform Awards recognise the most effective brand transformations. And over the past six years, Dusted’s work with ambitious clients has earned us more than 20 awards across sectors ranging from technology and life sciences to consumer electronics. With the 2026 Transform Awards Europe…
Practical strategies for scaling design systems for enterprise growth.
Design systems help enterprise teams move faster, stay consistent and scale products with confidence. But components alone don’t deliver that value. Success depends on governance, shared ownership and strong developer adoption. When organisations treat design systems as infrastructure, the…
Where care meets commerce. MedTech’s defining moment at CES 2026.
CES 2026 landed at a moment of real consequence for MedTech. As the world’s most influential technology showcase, it has become a proving ground for how innovation shows up in real life. Nowhere was that more evident than at the Digital Health Summit, where healthcare stepped decisively into the…
Dusted shortlisted for Transform Awards Europe 2026
It’s that time again. No, not the Dusted Christmas party or the end-of-year rush. The Transform Awards Europe shortlist has landed. And for the eighth year in a row, Dusted is right in the mix. For 17 years, the Transform Awards Europe have set the benchmark for excellence in brand strategy,…
Beyond the brand myth. What lasting growth really takes.
There’s a lot of noise around brand-building. Big promises. Overnight success stories. Motivational soundbites that make it all feel deceptively simple. This conversation wasn’t that. Dusted Co-Founder David Wall recently appeared on an episode of The Shadow Agents, a podcast focused on the…
Towards a new brand architecture. Less brands. More value.
Lately at Dusted, we’ve seen the same challenge cropping up in brand strategy projects — portfolios tangled in layers of product and service names that add more noise than meaning. So, I wanted to share a brief look at how we approach fixing that. Because, to me, the smartest brand architecture…
Breaking the mould. The AI design trends cutting through the noise.
Design has always evolved alongside and through its tools. From Photoshop to web templates, each technological leap reshaped how we create and challenged what originality meant. AI marks the next inflexion point. It has been creeping in for years through features like Content-Aware Fill and…
Into the world. Seeking beyond the brief.
At Dusted, we believe inspiration hides in experiences and sensations that sit beyond our immediate world of brand, digital and activation. That’s why we created Seek. Seek is our internal engagement programme designed to immerse us in the wider culture. Two team members, one activity, no agenda.…
Marketing trends 2026. Real insight from the frontlines.
As Content Marketing Executive at Dusted, attending the yearly Technology for Marketing (TFM) conference has become a bit of a tradition. And this year was no different. Last month, I spent a full day roaming the halls of ExCel London, as hungry for knowledge as an overachieving fresher on her…
Focus groups for market research. Decoding the future of medicalised skincare.
Skincare routines might not be Dusted’s specialism. But we are experts in medtech. And that’s exactly why Natural Products Factory came to us. Founded in 2011 by Dr Pauline Hili, Natural Products Factory is a manufacturing hub that harnesses the power of natural ingredients to promote skin…
Converged connectivity. The tipping point for IoT.
The Internet of Things (IoT) has been a hot topic for decades. But the dream of the connected fridge that orders its own goods remains elusive. IoT has promised a lot, but many ideas have remained at the proof-of-concept stage and gone no further. What exactly is preventing this technology with…
Responsive design trends in the age of AI.
Creative trends often feel like they appear out of thin air. But most aren’t random at all. They grow over years, shaped by evolving audience needs and the technology fuelling them. AI has now given us shiny new tools to meet those needs at speed. To surface the latent ambitions of seasoned…
