If you weren’t there, when ICANN opened applications for new gTLDs in 2012 everyone was excited. From brands that invested millions collectively to secure their own corner of the internet with personalised domain extensions to entrepreneurs who thought they’d found a domain extension to make their fortune. I watched with interest as major corporations rushed to stake their claim with DotBrand TLDs, envisioning revolutionary digital experiences and enhanced brand protection. And it wasn’t just watching, we were part of it, finding clever ways to bring these new domain names to the masses. 

Yet, if we’re being honest (and we must be) the practical implementation of these DotBrand TLDs, especially for brands, has been underwhelming at best, and at worst, entirely non-existent. Many paid the hefty application and maintenance fees only to let their TLDs sit dormant, failing to leverage the very digital assets they fought to secure. 

So, as we approach the 2026 expansion, we need to ask ourselves: Why did the original DotBrand launch fall short, and how can we make sure the next wave delivers on its considerable promise? Because we can’t fail again. 

What Went Wrong? 

The 2012 gTLD programme seemed like a golden opportunity. With more than 600 DotBrand applications filed, representing a combined investment of over £100 million in application fees alone, the enthusiasm was undeniable. Yet today, the vast majority of these branded domains remain virtual ghost towns. 

Look at some of the world’s most recognisable brands: Canon secured .canon but barely uses it beyond redirects; Google obtained .google but maintains minimal presence there compared to their .com empire; and BMW’s .bmw serves primarily as a mirror of their traditional website. These weren’t isolated cases; they were the norm. 

So, why did brands jump in initially? The drivers were largely defensive: protecting intellectual property, fear of competitors gaining advantage, and the classic corporate FOMO (fear of missing out). Very few had developed a strategic vision for how these DotBrands would fundamentally transform their digital presence or customer experience. 

The failure stemmed from several critical factors. First, there was a profound lack of strategic planning; many brands acquired their TLDs without clear implementation roadmaps. Second, the technical complexity and organisational coordination required to migrate digital assets proved daunting. Third, consumer awareness and understanding remained stubbornly low; users were conditioned to type “.com” almost reflexively. Finally, without significant adoption across industries, there was no critical mass to shift consumer behaviour. 

Basically, brands invested in premium digital real estate but never built anything substantial on the land they acquired. 

What Has Changed? 

2026’s Internet looks little like that of 2012. Back then, we were just beginning to adjust to the smartphone revolution, social media was finding its footing, and the concept of asking a voice assistant for information was still just science fiction. 

Today, we find ourselves amidst a fundamental shift in how we interact with the digital world. Yes, I’m talking about artificial intelligence. Because AI’s can understand us, and work out what we’re actually asking for, search is no longer simply about typing keywords into a box; it’s conversational, intuitive, and increasingly predictive. 

Voice interfaces have become ubiquitous, with virtual assistants embedded in our homes, vehicles, and wearable technology. This shift has profound implications for how users access and navigate the web. Consider this: voice search queries are fundamentally different from typed searches: they’re longer, more conversational, and far more direct. When people speak to their devices, they use natural language, not abbreviated keywords. It’s much easier to say news.sky than sky.com/news. 

Perhaps most significantly, AI is transforming expectations around simplicity. The most successful online experiences today are those that reduce friction, eliminate complexity, and make interactions feel natural and human. In some ways it’s the same as it’s always been, they want the path of least resistance: the shortest distance between intent and fulfilment. 

And let’s not forget the other, less positive impact of AI on the world. That same authenticity can make imitations and cons seem more real, impacting more of your customers, more quickly than ever before. 

This environment is precisely what DotBrands were originally envisioned to thrive in: a world where clarity, simplicity, and trust are paramount. The technological foundation that was missing in 2012 now exists in abundance. 

How AI Can Empower DotBrands in 2026 

The combination of AI and DotBrands creates opportunities that simply didn’t exist during the first wave. Where previous iterations of search engines prioritised legacy domains and keyword-stuffed URLs, AI-driven search understands context and user intent. This fundamental shift means that intuitive, branded domains like shop.adidas or support.samsung can rank higher naturally because they align with how people actually think and speak. 

Voice assistants benefit from DotBrands in several concrete ways as well. When someone asks their virtual assistant to “find the new trainers from Adidas,” the AI must parse this natural language request into a structured query. A DotBrand like trainers.adidas provides the AI with clear, pre-structured information about both the entity (Adidas) and the specific content category (trainers). This reduces computational steps, decreases ambiguity, and enables faster, more accurate responses compared to processing a more complex path like www.adidas.com/uk/trainers where the AI must work harder to determine which parts of the URL represent the brand versus the content category. 

AI-powered personalisation introduces another compelling advantage. Imagine a world where brands can create dedicated, intuitive pathways for different customer segments: rewards.emirates for loyal flyers, new.toyota for first-time car buyers, or support.vodafone for technical assistance. These purpose-built domains don’t just simplify navigation; they create opportunities for personalised experiences based on the specific customer journey. And they’re easier to remember in ads. How are we still using QR codes in 2025? 

Finally, security and trust, already critical factors in digital experiences, will become even more vital in an AI-dominated landscape. DotBrands offer unparalleled authenticity signals. When consumers visit finances.barclays, they can be confident they’re interacting with the actual institution, not a clever impersonation. In an era of increasingly sophisticated deepfakes and phishing attempts, these trust markers aren’t just nice to have: they’re essential. 

For brands willing to embrace true innovation, DotBrands can become the foundation of their digital strategy rather than merely an address on the web. They represent an opportunity to rebuild digital architecture from the ground up, optimised for the next decade of technological advancement. I’d love to say even longer, but when just how much has changed since 2012, it makes fools of all prophets. 

What’s Next? 

The first DotBrand expansion wasn’t a failure because the concept was flawed; it faltered because the timing wasn’t right. The digital ecosystem wasn’t ready, and brands weren’t prepared to fully leverage the opportunity. But the landscape has fundamentally changed. 

The convergence of AI, voice search, and the growing imperative for digital trust has created the perfect storm for DotBrands to finally fulfil their promise. As we approach the 2026 expansion, we have the benefit of hindsight – we’ve seen the mistakes of the past and learned from them. 

At Team Internet Group, we’re committed to ensuring this next wave succeeds where the first one stumbled. This isn’t just about selling domains; it’s about helping brands build coherent digital ecosystems that are intuitive, trustworthy, and ready for an AI-driven future. 

The brands that move decisively now – developing strategic roadmaps, creating clear use cases, and building with both customer experience and AI in mind – will secure significant advantages in the next era of digital competition. Those who sit on the sidelines, as many did in 2012, risk being left behind once again. 

The DotBrand revolution that was promised a decade ago is finally ready to be realised. Get in contact with us, and let’s make sure you’re ready to meet it head on. 

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