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Artificial intelligence has become a powerful tool for naming, not because it replaces human creativity, but because it enhances the process in ways that are practical, efficient, and often surprising. Whether you’re naming a product, a feature, or even an entire brand, AI can help. Here are 4 ways we use it effectively in our naming work.
1. AI is great at re-describing things in new ways.
Not every naming challenge calls for a completely unique, trademarkable, creatively coined name. In many cases — especially when naming products in a complex portfolio — clarity, memorability, and customer understanding matter most. AI excels at this kind of naming because it draws from existing language and established ideas. The key is in how you prompt it: instead of asking AI to “name” something (which often results in cute, brand-like suggestions), ask it to “describe” what you’re naming. This approach yields clear, functional names that align with existing conventions and customer expectations.
2. AI is great at combining existing ideas.
Some of the best names come from blending known words, root terms, or sounds in fresh ways. AI can rapidly generate combinations, but the quality of the output depends on the input. The more context and direction you provide, the better the results. You can also experiment beyond text — feed AI an image and ask it to describe what it sees, or generate AI-created visuals based on a naming brief and have your team describe those images in an internal workshop. These cross-modal approaches often spark unexpected and compelling naming directions.
3. AI is great at refining ideas.
Once you’ve shortlisted a set of potential names, AI can help clarify patterns, themes, and opportunities for further exploration. Ask it to analyze your favorite names: What do they have in common? What similar ideas could we explore? This type of analysis can uncover overlooked connections and provide a clearer path toward refining the strongest candidates.
4. AI is great at making a case for your preferred name.
Naming doesn’t stop with the creative work. Then the task becomes socializing the top candidates. Sometimes, a name feels right, but articulating why can be challenging. AI can help make a compelling case by identifying strengths you may not have initially considered. Ask, “Why is [name] a good name?” or “What should I watch out for?” and AI will highlight factors like phonetic appeal, memorability, or alignment with brand strategy. This not only helps in decision-making but can also spark ideas for further creative development and storytelling around the name.
What’s the takeaway?
AI isn’t here to replace the creative intuition and strategic thinking that great naming requires. Instead, it serves as a powerful tool to expand possibilities, refine choices, and strengthen the rationale behind a final selection. The key is knowing how to use it effectively — structuring prompts in a way that leverages its strengths, feeding it the right inputs, and always applying human judgment to the results.
Naming is both an art and a science, and AI, when used thoughtfully, can make both sides of the process even stronger. Check out the video on this topic, and for more tips on how to use AI for other areas of brand, read our article article 14 ways to use AI in your brand strategy and brand creative work.
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