Lexicon, the naming agency responsible for famous brand names such as Blackberry and Apple's Powerbook, is conducting research on AI naming in order to stay ahead of the curve and create effective brands in the AI space. Their survey of 150 consumers in the US and 150 in Germany found that telecommunications and healthcare were the industries most likely to be positively impacted by AI, while banking, hospitality, travel, retail, and legal services were perceived to be the least impacted. Respondents described emotions of empowerment and feeling smart when using AI, but only a small percentage mentioned feelings of relaxation or joy.
Lexicon's CEO, David Placek, emphasized the importance of developing strong signals and avoiding getting lost in the noise of the market. He advised clients to choose their naming battles carefully and keep it simple. The research also predicts a shift toward more focused naming strategies and a shorter time frame for naming due to increased competition.
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