As from 31st March 2025, Alcatraz AI has taken a step forward in its development journey with a refreshed brand identity designed to embody its commitment to enabling effortless access to secure spaces.  The company will now be called simply, Alcatraz and there is a change of logo to mark this new progression.

A name that reflects growth

In this new move, the company is dropping “AI” from it name to become simply Alcatraz. When the company first launched it was considered that "AI" was an essential part of the name to distinguish it from legacy biometric facial recognition companies.

Since then, the use of AI has proliferated across industries, and while AI remains a core part of the Alcatraz authentication approach, the company represents much more than just an AI company.  According to Alcatraz, its solutions are about security, privacy, and convenience—all working together to deliver rock-solid authentication. "This change reinforces our focus on the bigger picture: transforming how people move through secure spaces effortlessly," explains the company statement on the subject.

Simplification strategy

The brand change, according to the company, also represents simplification, a core element of its brand is that the technology simplifies what is otherwise traditionally hard; for example, its solutions natively integrate into client's existing infrastructure. Extending upon this concept of simplicity, further supports the decision to simplify the brand name by dropping the ‘AI’.