Artificial intelligence is everywhere right now. From drafting emails to designing logos to writing code, it’s reshaping creative work across industries. And yes — it can help with brand naming too.

But here’s the catch: while AI can generate lists of names at lightning speed, many of those names feel… well, generic. They usually lack the spark, soul, and strategic grounding that make a brand name truly unforgettable.

At Tanj, we’ve been experimenting with AI to see how we can learn and evolve, and we’ve learned that the key is knowing when (and how) to use it. Here’s how you can harness AI for inspiration without getting trapped in sameness.

1. Use AI as a springboard, not the finish line

AI can spit out hundreds of name candidates in seconds. That’s useful — not because you’ll necessarily find “the one” in that list, but because it gives you a starting point. Think of it as a brainstorming partner who never gets tired of generating raw material. Your job is to filter, refine, and elevate.

2. Guide it with strategy

One reason AI names fall flat is because the input is too vague. A prompt like “give me brand names for a tech company” will churn out generic, overused results. Instead, feed it with your brand strategy: tone, values, audience, and differentiators. The more specific you are, the more interesting the output becomes.

3. Mix machine speed with human nuance

AI is great at combining words and patterns, but it doesn’t understand cultural context, phonetic beauty, or emotional resonance the way humans do. That’s where human judgment steps in. We bring the nuance: What sounds strong? What feels fresh? What aligns with your brand’s story? AI alone can’t answer those questions.

4. Use it to explore lateral directions

Try asking for metaphors, symbols, or mythological references connected to your brand values. You might uncover fertile territories you wouldn’t have thought of otherwise — a helpful way to expand your creative landscape. Explore all the rabbit holes and see what you can discover!

5. Don’t skip the hard work

Even if an AI tool hands you something that feels exciting, don’t bypass the fundamentals: trademark screening, linguistic checks, competitive analysis, and team alignment. Those steps are what turn a cool idea from a viable, ownable brand name.

The takeaway

AI can accelerate the early stages of naming by generating ideas and nudging you into fresh creative directions. But to land on a name that’s strategic, differentiated, and legally protectable, you still need the human touch. The best results come when you blend machine-generated sparks with human craft, insight, and rigor.

At Tanj, we see AI as a tool to augment, not replace, the naming process. Used wisely, it can help uncover hidden gems — but the real magic still comes from people who know how to shape those ideas into powerful, lasting brand names. (And if you’re wondering: We’ve actually never had AI create a winning name, but we have found some good inspiration.)