Rapid progress in artificial intelligence (AI) has led to the emergence of numerous innovative brand names for AI. Some follow familiar paths from past tech trends, ranging from humorous to clever, while others aim to simplify the understanding of AI’s intricacies.
On Wednesday, Google introduced Gemini as a new AI moniker in the already crowded space. The year-long lineup of fresh AI startups, products, and comprehensive platforms with distinctive or unconventional names is culminating with the launch of the new AI model that will drive various Google products. Google’s CEO, Sundar Pichai, shared a video about Gemini and addressed queries about its nature without disclosing the name’s origin.
The success of ChatGPT has popularized names of various AI ventures and products across both startups and major corporations. Apart from ChatGPT, the recent wave of bots has spurred curiosity in human-AI interactions, including Google’s Bard, Claude from Anthropic, Pi from Inflection, Poe from Quora, and Amazon Q. Microsoft has developed an entire product around its AI assistant Navigator, which recently marked its first anniversary shortly after rebranding Bing Chat. Artists across diverse domains have experienced the capabilities of new AI tools for generating text, images, or art through programs like Adobe Firefly, Canva’s Magic Studio, and companies like Jasper, Midjourney, and Runway.
According to Cristóbal Valenzuela, co-founder and CEO, the New York-based startup derived its name while creating “new creative tools using IoT.” Runway has evolved into a popular platform for creating and viewing AI-generated visuals, with its initial version offering seamless execution of various AI models.
While numerous AI products exist today, Valenzuela highlighted Runway as one of the pioneering options available in 2018. The concept of a “runway” as a system where models operate inspired the name, reflecting its essence.
The surge in AI research has led to creative acronyms for renowned language models like Meta’s LLaMA and cutting-edge AI chips such as IBM’s NorthPole.
Introducing a new addition, GROK, an AI model unveiled last month, inspired by the book “The Hitchhiker’s Guide To The Cosmos.” The name “GROK” originates from Robert Heinlein’s science fiction novel “Stranger in a Strange Land,” adding a noteworthy literary connection.
Notably, established AI systems bear human-like names for business applications, such as Salesforce’s Einstein and IBM Watson, which emerged in 2011, named after IBM’s founder.
Ashley Wood from Ogilvy Consulting emphasized the disarming nature of human names for AI, underscoring the enduring appeal of anthropomorphizing technology to enhance understanding and alleviate apprehensions.
Each technological era has its naming conventions, from the playful titles of the dot-com era to the current trend of blockchain and cryptocurrency-related names in Web3. The choice of AI names reflects evolving trends and influences the industry’s trajectory.
Some entities resist the inclination to assign human-like names to AI, opting for names that convey advanced technology while remaining approachable. David Placek from Lexicon advises selecting names that are fresh, enduring, prominent, and easily comprehensible, steering clear of overly friendly or whimsical choices.
Companies like OpenAI have filed trademark applications for upcoming models like “GPT-5,” signaling a proactive approach to branding. Naming experts caution against overreliance on AI-related acronyms that may quickly become outdated, advocating for distinctive and forward-looking naming strategies.
In conclusion, the evolution of AI branding reflects a balance between technological sophistication and human relatability, shaping the industry’s narrative and consumer perceptions.
