Naming in an AI Age – Details, episodes & analysis

"Name slop" warns that AI spits out polished but interchangeable names—repeating familiar patterns and suffixes—which hurts memorability, trust, and raises legal/rebrand risk. People buy meaning, not words; great names must be defensible, pronounceable, discoverable, and able to carry a story. Use AI for ideas and speed, but let humans apply trademark checks, phonetic tests, category clarity, and narrative judgment before choosing.

In this episode of Naming in the AI Age, Ashley Elliott explains why trademarking a name has become increasingly challenging. Global trademark filings have nearly doubled over the past decade, from 6 million in 2015 to 11.7 million in 2024, with significant concentrations in countries like China and growing activity in emerging markets such as India, which filed roughly 540,000 trademarks in 2024. The rise of e-commerce, especially during COVID, fueled spikes in filings as online-first sellers raced to protect new product lines. This growth in filings has led to more oppositions, monitoring, and marketplace enforcement, making it harder to secure a name. To navigate this complex landscape, Ashley advises focusing on priority markets, selecting distinctive names, filing early, and working with professional or local IP counsel to streamline filings and avoid conflicts. The key takeaway: Name smart and protect early.

Disclaimer: We are not attorneys and do not provide legal advice. We always recommend consulting an IP attorney.

A USPTO search is a good first step, but it doesn’t guarantee brand protection. The federal database only covers federally filed trademarks, leaving out state registers, the Trademark Official Gazette (with recently approved marks), and common law rights from simply using a name in commerce. That means small businesses, Etsy shops, YouTube channels, or local restaurants may have enforceable rights even if they don’t appear in the USPTO system. To avoid conflicts and build a strong brand, a clearance search should cover federal, state, and online sources—like Google, domains, and social media—and be followed by an IP attorney’s review.

Just a heads-up: We are not attorneys and this isn't legal advice - just helpful info. For specific trademark questions, always consult with a qualified IP attorney.

Before picking a business or brand name, check the USPTO’s TESS database to see if it's already federally trademarked. The basic search finds exact matches, while the expert search digs deeper for phonetic or visual similarities and class-specific conflicts. Still, TESS doesn't show common law trademarks, state registrations, or domain/social media use. Since trademark law hinges on potential confusion, missing a similar name could jeopardize your brand. In today’s fast-paced world, consulting an IP attorney is the best way to ensure your name is clear and protected.

Disclaimer: We are not attorneys and do not provide legal advice. We always recommend consulting an IP attorney. 

In this episode of Naming in the AI Age, Ashley Elliott unpacks how non-alcoholic beverage brands use naming to stand out in a vibe-driven market. She outlines four naming strategies: descriptive (e.g., Hop Water), suggestive (e.g., Recess, Trip), abstract (e.g., Hiyo, De Soi), and unconventional (e.g., Cornbread). While descriptive names offer clarity, Ashley argues that suggestive and abstract names better capture emotion and brand potential in a space where mood often outweighs function.

In this episode, Mike Carr highlights the importance of a detailed creative brief for high-stakes naming projects, especially for global or brand-focused clients. Unlike simpler briefs, a comprehensive one defines naming architecture, brand strategy, and long-term goals. Carr stresses clarifying the name’s purpose, desired tone, and brand archetype, while also choosing the right semantic and tonal style. Even if clients don’t see the full brief, it leads to stronger, more strategic names—whether created by people or AI.

In this episode of Naming in an AI Age, Mike Carr explores the role of the creative brief in naming. While briefs can seem unnecessary—especially for niche or local businesses—Mike emphasizes their value in clarifying a name’s purpose, audience, and competitive edge. A short, focused brief is often enough. He also highlights how AI can assist in generating name ideas, but human insight is still key to refining and selecting the best options.

In this episode of Naming in the AI Age, Mike Carr explains how AI can enhance naming when used strategically. He warns against basic prompts and generic testing, noting that AI needs brand-specific context. Carr introduces "context engineering"—feeding AI detailed inputs like brand strategy and audience insights—to generate better names. He covers prompt structuring, using advanced models like GPT-4o, and the continued importance of human intuition and critical thinking. While AI accelerates idea generation, naming experts remain key for legal checks, real-world testing, and team alignment.

​​On this throwback episode, NameStormers co-founder Mike Carr revisits a 1990s CNN spot to show that naming basics haven’t changed: set clear, business-specific goals; back choices with research and testing (including foreign-language checks); avoid personal names that limit trademarks and growth; and turn plain descriptors into distinctive, suggestive marks.

In this episode, Mike Carr highlights the top ten mistakes companies make with branding and naming guidelines. He explains how long, rigid documents often go unused and how internal focus can alienate teams and confuse customers. Using examples from OpenAI, Intel, Xbox, BMW, and Toyota, he stresses the importance of flexible, customer-first strategies, clear quick-start guides, and dynamic, AI-powered tools that evolve with the market.