AI has become a central topic of discussion and, at times, heated debate. Concerns about its impact are valid, as its integration into various aspects of work and daily life touches on fundamental human experiences. While AI drives innovation and optimization across multiple sectors, its widespread adoption also raises troubling implications.
The proliferation of misinformation, biased programming, consumer privacy issues, identity fraud, and AI-driven capitalism are just a few concerns. Additionally, challenges related to job displacement, economic inequality, AI hallucinations, the promotion of unethical values, and potential misuse are increasingly prominent.
Experts have recognized these challenges and frequently engage in public discussions. While there are ongoing efforts to mitigate risks, the unpredictability of AI’s evolution complicates their predictions. The highly public disagreement between AI pioneers Yann LeCun and Yoshua Bengio has further fueled confusion and anxiety in the field.
Despite these pressing issues, an often-overlooked concern is how to effectively name and brand new AI technologies, particularly in innovation and marketing industries.
What’s in a Name?
While the naming of technologies may seem trivial, it can have significant consequences, especially with anthropomorphic naming conventions commonly used for AI agents and bots. For instance, many service interfaces in the Western world tend to adopt female-gendered names: McKinsey's AI assistant is called Lilli, Hanson Robotics' social robot is named Sophia, Microsoft’s personal assistant is Cortana, and the widely recognized virtual assistants include Alexa and Siri.
Assigning female names to AI systems that users control can reinforce stereotypes and perpetuate the notion of subservience. Furthermore, these anthropomorphic conventions impact how users perceive AI’s potential to cause harm, as it may seem to possess a “mind of its own.”
The implications of treating AI as a powerful entity without fully understanding the potential consequences can lead to resentment and fear, particularly if AI surpasses human intelligence. The challenge lies in distinguishing between the commercial and personal aspects of relationships—like personality, morality, and trust—in a world where AI mimics human traits.
Experience: The Name We Give Ourselves
With the rise of digital transformation came lessons about second-order effects, particularly evident in the commercialization of social media and digital platforms. The loosening of social norms has led to increased online aggression and hate speech. Though digital anthropology is still an emerging field, its consequences are likely to evolve over time.
This same principle applies to naming AI technologies. Viewing AI as an enabler rather than a competitor is crucial. Marketing and innovation teams must guide clients in navigating the AI landscape, recognizing that naming conventions can significantly impact the long-term success of new technology.
As Martin Heidegger aptly noted, "Everywhere we remain unfree and chained to technology." Recognizing the essence of technology is vital to understanding its role in society.
A Rose by Any Other Name
For inspiration, we can look to the naming standards in pharmaceuticals and URLs. Pharmaceutical regulations prevent assumptions about efficacy that could distort consumer perception. Generic drug names must follow specific guidelines, avoiding certain letters and medical jargon. Instead, they favor clear, recognizable names.
Similarly, URL naming conventions prioritize clarity and simplicity, relying on lowercase letters and avoiding special characters. Adhering to these guidelines prevents user confusion.
AI tools would benefit from similar naming practices, helping to position the technology clearly in the product category. Avoiding anthropomorphic names prevents AI from being perceived as a substitute for humans, while also enabling clearer communication regarding AI’s objectives and capabilities.
Names have become brands, a concept predating modern branding practices. Figures like Richard Branson and celebrities such as Madonna and Elon Musk exemplify this phenomenon. While few would confuse AI with real people, anthropomorphic naming can lead to treating technology as sentient beings, blurring the lines between human and machine.
Katrin Zimmermann is the CEO and managing director at TLGG, a member of the Omnicom Precision Marketing Group (OPMG).
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