Is AI the answer to name development for brands? Should I be rebranding to ‘The Naimery’? To find out, I asked AI itself to inform us why artificial intelligence can’t create names as well as human intelligence. Here’s what Chat GPT has to say about it (and this time, it's got it right)...
Says Chat GPT – Naming is an art form that intertwines creativity, culture, and context in ways that AI struggles to replicate. Despite the impressive advances in artificial intelligence, the nuances of naming—whether for businesses, products, or people—highlight why human intuition remains indispensable in this creative process.
1. Cultural sensitivity and nuance
Names carry significant cultural weight and meaning, often reflecting deep-rooted traditions and values. AI systems, based on vast global datasets, can miss these subtle cultural nuances. AI lacks the deep cultural understanding required to navigate these complexities sensitively. Yes, it can generate names that are technically correct, but fail to resonate with target audiences due to a lack of cultural context.
Author’s note: here I agree 100% with AI. For example, if I ask AI to create a list of names for a New Zealand steel manufacturer, it comes up with names like ‘Rotorua Metalcraft’ or ‘Southern Cross Steel’. My human answer to this real-life brief to rename Kiwi steel fabrication giant NDA was Tīra, a Māori loan word for steel. Then, of course, we consulted with iwi to ensure it was appropriate. Not sure AI can do that!
2. Emotional resonance
The emotional impact of a name is profound and often subconscious. Effective names evoke positive associations and align with the emotional landscape of their audience. While AI can analyse patterns and preferences, it lacks the ability to intuitively grasp the emotional subtleties that make a name resonate on a personal level. Humans, conversely, draw from a rich tapestry of personal experiences and emotional insights that AI simply cannot replicate.
Too true. When naming, I draw on a decades of experience in advertising, branding and, well, life. This gives me the ability to quickly assess whether the name has the ‘legs’ to create a great brand story, a stand-out logo and a winning ad campaign. AI can’t do that … just yet, and possibly ever.
3. Creativity and originality
Naming often requires a spark of originality—a touch of creativity that goes beyond data patterns. AI algorithms are adept at synthesising information but are fundamentally limited by the data they’ve been trained on. This can result in names that are generic or lack the unique flair that a human can provide. Creativity involves breaking norms and thinking outside established patterns—a skill where AI’s computational approach can fall short.
Yep. While AI will readily create a list of names using existing words, when it comes to creating coined words or unusual spelling (like Xero or Spotify for example), it falls short.
4. Brand identity and vision
For businesses, a name is more than just a label; it’s a key component of brand identity and vision. Humans understand the strategic importance of a name in conveying the brand's mission, values, and personality. AI lacks the capacity to grasp these strategic nuances and may produce names that don’t align with a brand’s vision or fail to convey the intended message effectively.
You’re right about that AI. I’ve tried using you for naming and every time, you’ve churned out clichéd, conventional, ‘naming 101’ results. Great as a starting point, but I’ve yet to use an AI generated name in my human- generated list of names.
5. Ethical considerations
Ethics play a crucial role in naming, especially in contexts involving sensitive topics or demographics. AI systems may unintentionally generate names that are inappropriate or insensitive due to biases in the data they’ve been trained on. Humans are far better equipped to navigate these ethical considerations and ensure that names are respectful and inclusive.
In conclusion, while AI can assist with generating ideas or analysing trends, the art of naming requires a nuanced understanding that AI, for all its capabilities, is not yet equipped to handle. Even as technology continues to advance in leaps and bounds, the human touch remains crucial in the realm of naming—an area where intuition and creativity truly shine.
Full disclosure: I briefed Chat GPT to create this one-page blog and the italicised bits are my responses. What it does highlight is that, while AI can be useful for writing an okay blog, in the rapidly-generated words of Chat GPT – nothing beats the human touch.
To talk to a human about naming your next venture, give Sarah a call.
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