The Imagination Limitations of AI in Creative Brand Naming

At first glance, AI, particularly ChatGPT, may seem like the ultimate tool for generate names quickly and inexpensively. It's exciting to see it spit out dozens of suggestions in mere seconds. But it’s important to consider the creative naming limitations of AI. Despite its seemingly magical superpowers, AI simply cannot match the human ability to deeply engage with emotions and conceptual thinking that are essential for effective brand naming

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 By Alexandra Watkins, Founder at Eat My Words. Brand Naming Expert

As a seasoned naming professional behind successes like the Wendy’s Baconator, I've discovered that AI-generated names often lack the necessary spark of imagination, emotion, and originality—qualities that only human creativity can infuse into a brand. 

I'll challenge ChatGPT to a creative naming smackdown any day.

Despite its potential, AI demonstrates significant shortcomings when it comes to creative names. It lacks the ability to generate clever suggestions. I say this drawing from my own experiences, such as when I prompted ChatGPT to 'give me clever and fun names for a family travel game company.' Chat, whose sense of humor can best be described as ''cornball,' spit out suggestions like Chuckle-filled Adventures, Jolly Journey, and Wacky Wayfarers. These safe, generic names fail to make people smile. To create names that resonate with consumers, namers must draw on a rich tapestry of experiences, emotions, and insights. Doing that, the names I came up with for the game company included Fun Amok, Travel Riot, Fee-Fi-Fo-Fam, Laughing All the Way, and Trippopotamus.

Because ChatGPT only draws on what's already out there, it has limited ability to suggest clever names. Consider love-at-first-sight names like Gringo Lingo for Spanish language school, Chuggernaut for beer growlers, Dream First for a bank, or a GPS for dogs named Retriever. These 'feel good' names connect with consumers on an emotional level that Chat simply cannot grasp, as it lacks the nuanced understanding of human sentiment and cultural context. 

AI isn't 'in on the joke,' so to speak. The reality is that while it excels in some areas, it struggles notably when it comes sophisticated name development of what I call 'wink wink' names—those with a playful or double entendre element that resonates with adults while sailing over the heads of children. I take particular joy in crafting these names because they add a layer of sophistication and humor that enriches a brand's identity. And clients are often able to monetize them with branded merchandise. People will clamor to wear cool names on a t-shirt as they have with Spoon Me frozen yogurt, San Francisco's Hand Job nail salon, The Church of Cupcakes, and Garden Society, a luxury cannabis brand targeted at mature women. (I just asked Chat to come up with clever names for the latter and got one-dimensional suggestions like Elderly Elegance, Splendid Serenity Sprigs, and Majestic Maiden's Munch. I did laugh when it suggested Opulent Oregano.)

The name Garden Society puts a playful and modern twist on an old-fashioned term. It evokes community, sophistication, and exclusivity, aligning with the brand’s vision and audience expectations compared to the suggestion from AI, which miss the mark. 

The Art of Finding THE NAME

Coming up with original names is an art. In my quest for creative name ideas, I will leave no stone unturned. I love the relentless brand naming treasure hunt, exploring endless rabbit holes, and ultimately finding THE NAME.

A few years ago, I was tasked with coming up with evocative names for men’s athleisure wear. In the 'consumer insights' section of the Creative Brief, the client cited that while the target customer aspired to be active, they were far more likely to be sitting on the sidelines (er, sofa), nursing a beer and watching 'bad guy' movies where lots of things blow up.

Using that fact as inspiration, I had the idea to delve into the ‘best action film fight scenes’ and ‘best movie car chase scenes.' Having the imagination to scour these sources for name ideas exemplifies my capacity to leverage deep creative insights and think beyond the obvious, highlighting the unique human ability to connect seemingly unrelated concepts in inventive ways.

Back to the treasure hunt... Skimming page after pages of movie fight scene descriptions, I looked for interesting words and phrases to jump out at me. And then THE NAME appeared... 

In the breakdown of the Moonraker fight scene between James Bond and Jaws, I spotted,"... for much of the scene, we’re looking into the faces of stunt doubles." Bingo! 

I instinctively knew that the name Stunt Double would flatter the consumer by subtly associating them with the bravery of movie stuntmen. And it would connect them to the glamorous, action-filled Hollywood lifestyle they might aspire to. The name Stunt Double could boost the customer’s self-image, suggesting that wearing this athleisure wear might make them feel as bold and adventurous as the characters they admire on screen. 

Fast forward to today. I prompted Chat to 'suggest 20 evocative names for men’s athleisure wear. The target audience of 18-35 year old males aspires to be active, but are far more likely to be sitting on the sofa, nursing a beer and watching action flicks.'

Here's a sampling of the names Chat suggested: Lazy Legend, Couch Commando, and Idle Icon. Not exactly emotionally engaging or in line with the aspirations of the target audience. 

Underscoring the Unmatched Value of Human Creativity

It’s clear that while AI like ChatGPT can offer a starting point, it cannot independently navigate the complex terrain of brand naming that resonates on a human level. The names I have developed, from Gringo Lingo to Garden Society, underscore the importance of human insight that AI simply cannot replicate. AI may generate a volume of options, but it lacks the ability to infuse names with meaningful narratives or emotional connections. 

As we continue to integrate AI tools into innovation processes, don't overlook the irreplaceable value of our own ability to be think creatively and not be constrained by AI's creative limitations. I encourage everyone involved in a naming process to truly make it a process. Dive way below the surface and invest the necessary time to craft evocative names that deeply resonate on with your target audience. Rely on human ingenuity and enjoy the thrill of creating something truly original.