If you are launching a new AI product or company, consider these strategies based on research we conducted among consumers and developers. Creating AI brand names require a different approach - read on to learn why:
For this week's Digiday AI Briefing, I spoke with Lexicon founder and CEO David Placek about AI naming strategies. When I first interviewed David in December for my story about name trends, he explained why his agency was avoiding choosing names for AI companies and products that felt too human, too silly or too friendly. Now we had another great talk about the emotions, industries, capabilities and risks that U.S. and German consumers and developers associate with AI. For context, Placek and his agency have spent decades creating countless tech brand names that are now iconic. Along with many tech brands — Blackberry Powerbook, Sonos and Azure — they've also came up with numerous names ranging from cleaning products to cars: Febreze, Swiffer, Subaru Forrester, Nissan Rogue, Tidal, Xbox Live and dozens of others. A glimpse at Lexicon's initial findings: • 52% of respondents said using AI made them feel "empowered" • 40% said AI made them feel "smart" • Between 13% and 16% mentioned using AI made them feel “energized,” “happy,” “excited” or “delighted” • Only 9% said they felt “joyful,” “relaxed” or “calm.” • Just 9% chose “responsible,” and just 8% chose “safe” or “secure.” • About half said they perceived AI as “powerful,” “innovative” and “efficient." Read more about the research, my interview with David and last week's news. #AI #Branding #GenerativeAI #Marketing #advertising
