Ask any founder with a chatbot open: generating names for a product has never been easier. A long list appears in minutes. But this is the great naming illusion of the AI era: the belief that because generating names is now free, or nearly so, the naming challenge itself has been solved. The opposite is true. Generation was never the hard part. What generative AI has done is shift the bottleneck. Producing a hundred names may now easy, but finding names that are distinctive,...

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