Trading and financial news website FXStreet announced on Tuesday that it has completed a rebrand, which was achieved partly through the use of artificial intelligence (AI).

The company said it spent several months coming up with the rebrand, which was primarily aimed at matching FXStreet’s branding with its more sophisticated audience of traders and investors.

Initially, the firm spent several months doing market research to figure out what readers wanted and expected from the site.

“It was a long-standing need that we finally tackled head-on,” explained Núria Foj, Content Administrator Manager at FXStreet.

“The visuals we had been using didn’t align with the modern, professional image we wanted to project. To address this, we organized multiple collaborative sessions involving team members from various departments. These brainstorming and feedback sessions were instrumental in shaping the initial drafts of our new visual identity, ensuring they truly represented the essence of FXStreet and resonated with our audience.”

Once that process was complete, the company created a set of prompts to generate over 400 images that can be used across the FXStreet website.

According to the FXStreet team, the rebrand effort means that they can deliver content faster but also have a consistent stream of high quality imagery that end readers will immediately associate with the brand.

This is not the first time FXStreet has made use of AI to improve its business.

Last year the company released analytical tools, which made use of speech recognition technology, to give insight into macro economic indicators.