Leonardo Ai unveils ‘Yours to Create’ rebrand as it pushes deeper into creator control

While debate continues over AI’s role in the creative process, Leonardo.Ai has repositioned itself around a clear message: human agency remains central.

The Canva-owned generative AI platform has introduced a refreshed brand identity built on the philosophy ‘Yours to Create’, alongside the launch of a visual-first API designed to simplify how creators build and deploy AI-generated media.

Rather than framing AI as an autonomous creative force, the rebrand places emphasis on control, experimentation and creative direction. Developed in partnership with creative studio Koto, the new identity signals a strategic shift as Leonardo Ai evolves from an image-generation tool into what it describes as a broader creator platform spanning ideation, production and scale.

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“AI is rapidly shifting from something creators experiment with to something embedded across creative workflows,” said JJ Fiasson, co-founder and CEO at Leonardo Ai.

“But one thing stays the same: human creativity is always at the centre. It cannot be replicated. Leonardo is like a sparring partner, designed to empower the next generation of creators with the tools to push their ideas further.”

The repositioning arrives alongside the debut of Leonardo Ai’s visual-first API, which the company positions as a bridge between raw AI experimentation and professional-grade deployment. The API allows users to design outputs visually within Leonardo’s interface before extracting production-ready code that can be implemented directly into their own products, platforms or workflows.

The approach reduces reliance on prompt engineering and specialist development expertise, lowering barriers for design teams, agencies and brands exploring AI-assisted production. Leonardo Ai said the move reflects a broader industry transition as generative AI tools shift from standalone novelty applications toward embedded creative infrastructure.

The brand and product evolution follows a year of rapid expansion for Leonardo Ai, driven by rising demand from both individual creators and enterprise customers. The company reported strong year-on-year growth in its user base alongside a significant increase in annual recurring revenue from business clients. AI media generations on the platform also doubled over the past year.

The figures point to accelerating commercial adoption of professional-grade generative AI, particularly as brands, agencies and creative teams experiment with AI-assisted asset creation and scaled production workflows.

Leonardo.Ai’s ‘Yours to Create’ positioning also aligns with a growing shift in how AI platforms frame their value. As generative tools become more powerful and more common, differentiation is moving away from raw capability and toward usability, workflow integration and creator control.

“Too often, the AI conversation is focused on what the technology can do,” Fiasson said. “We’re looking at the potential of human creativity, and designing tools to unlock what’s possible for millions of creators every day.”

To mark the launch, Leonardo Ai partnered with AI-focused creative agency 10kr to produce a series of manifesto videos generated using Leonardo technology.