Rainbow Dynamics aims for increased recognition with domain name change

It said the switch from .com to .AI would make its brand more recognisable and memorable within its target market due to its association with artificial intelligence.

Its website address is now www.rainbow-dynamics.AI while all email and social media activity will also feature the new extension.

Frazer Watson, Rainbow Dynamics’ global VP, said: “Artificial Intelligence and machine learning technology are at the heart of Rainbow Dynamics sustainable robotic handing and sortation solutions so having a .AI domain name is perfect for us.”

Tech giants including Amazon, Google and Microsoft have all registered .AI domains and .AI names are becoming a favourite among technology companies.

Year-on-year registrations of .AI domain names jumped from 144,000 in 2022 to 354,000 in 2023.

Watson added: “The decision to move from .com to .AI reflects Rainbow Dynamics’ strong commitment to forward-thinking technology and we are delighted to have secured the new domain.”

Earlier this year, Rainbow pledged to be at the forefront of sustainable robotic load handling and parcel sortation for warehouses, parcel handling facilities, manufacturing sites and e-commerce fulfilment centres.