The rise of AI has sparked much discussion, and perhaps a little anxiety, especially in the naming profession. As someone who crafts names for companies and products, I’ve been particularly interested in the intersection of my work and this rapidly evolving technology. While some fear complete replacement, I see a different path forward. AI’s capacity for automation and data analysis can undoubtedly streamline certain aspects of the naming process, freeing up the complex human mind to focus on higher-order creation. Imagine AI efficiently sifting through vast databases of trademark conflicts or more efficiently providing a keyword foundation upon which the human creative mind can build and elaborate. This isn’t about replacement, but augmentation.

The core of naming lies in evoking emotion, in capturing the essence of a brand through a single, meaningful word. This is where the human element remains indispensable and, currently, unmatched.

AI, in its current form, lacks the lived experience, the emotional depth, to truly understand the nuances of human feeling. It can’t grasp the subtle power of metaphor, the resonance of a carefully chosen word that connects on a visceral level. Can an algorithm truly understand the joy of a child receiving a special gift, or the comfort of a familiar scent? These are the wellsprings from which compelling names are drawn. And even as AI evolves, I suspect there will always be a desire for the human touch, the unique perspective that comes from lived experience. Just as handcrafted art retains its value in a world of automated visual creation, so too will human-crafted names hold a special significance.

Even if people pronounce it “vex” that’s not great either. To vex someone is to make them annoyed or frustrated. And Vix is a vapor rub for when your nose is stuffy.

Time will tell if this creates any confusion. Regardless, when coining new names, I don’t recommend stuffing two consonants together, especially when they create an open-ended pronunciation that’s oddly similar to an existing word in your industry.