Is Artificial Intelligence The Future of Branding?
Janelle Shane (https://twitter.com/JanelleCShane) is a research scientist who likes to play around with neural networks. Recently she’s been having fun investigating whether neural networks can replace traditional means of creative development. As a professional name developer, I’m watching her work closely (http://lewisandquark.tumblr.com) because I’ve been told that my chosen career is about to be destroyed by the use of artificial intelligence to develop brand names.
Based on the results thus far, I’m not worried. While it is true that computers can develop names, I strongly believe that the judgment of a seasoned branding expert (like me!) will be necessary to identify names that will resonate with consumers. As evidence of my confidence, I provide some examples of names developed by artificial intelligence in the past year:
• Paint Colors – Janelle’s experiments yielded names like Stoomy Brown, Stanky Bean, and Bank Butt (https://www.theatlantic.com/technology/archive/2017/05/when-a-robot-names-a-new-color-of-paint/527421/). I’m pretty sure nobody would buy a paint called Stoomy Brown (which actually looks like a shade of green) or Stanky Bean.
• Craft Beers – The AI developed names like Toe Deal, Sacky Rover, and Cherry Trout Stout (http://lewisandquark.tumblr.com/post/163753995072/craft-beer-names-invented-by-neural-network). Given the proliferation of crazy craft beer names, some of the names developed by the neural network appear to be reasonable (e.g., Devil’s Chard, Whata Stout, and Black Morning), but you have to sift through a lot of “Toe Deals” before you get to a decent name.
• Guinea Pig Names – While the AI names for guinea pigs are better (e.g., Funbees, Sporky, Furzy, and Farter) that is only because you generally don’t have to say the name in public. Can you imagine using “Farter” as a dog’s name? “Stay Farter!” http://lewisandquark.tumblr.com/post/162263942282/more-neural-network-guinea-pig-names
• Superheroes – I really don’t think a superhero called Nana will be feared by an evil villain…although I’m heard of some pretty badass grandmas. And would Supperman’s superpower be the ability to put the fear of bankruptcy in the hearts of owners of buffet dinner establishments? http://lewisandquark.tumblr.com/post/140829108357/superheroes-designed-by-neural-network
You get the point. Right now it is all fun and games and it is easy to separate the stupid names from the barely acceptable names.
But eventually the AI will get better, and that is when demand for my services will actually increase! When AI starts generating excellent names companies will be faced with having to pick a name from a list of 100 great names, and they will need the assistance of a branding expert to make that decision. Put me in coach…I’m ready to play, today!