Written by brand naming experts and brand identity specialists, Simon Andrew and Phil Ramsell, joint founders of Sticky Name Design . Both are creative directors and native English copywriters based in Germany.

How do you decide whether one AI platform is more creative than another?

You could ask them to come up with original film scripts or ground-breaking novels.

But analyzing and judging the results would be a lengthy and challenging analytical task.

Who has time for that?

So what better way to test the creative ability of Google’s Bard and OpenAI’s ChatGPT-4 than with a simple brand naming contest?

It’s a creative challenge that involves nothing more than coming up with a word or two – and it's quick and easy to compare the results.

So, we gave both ChatGPT and Bard the same naming prompt:

Act as brand naming expert. Supply 20 name options for a new medical insurance plan. The plan is aimed at 25- to 30-year-old generation z women living in New York state. Typically, they are busy young professionals and solo entrepreneurs who don't spend much time thinking about insurance. But they do want to do the responsible thing when it comes to looking after their health. The medical insurance plan includes cover for a wide range of in-patient and day-care treatments as well as an optional level of cover such as out-patient, dental, and maternity benefits. It is also cost-effective, and is the only health plan specifically tailored to the life-stage needs of gen z women.

And, without further ado, here are the results:

Even without using this list of sticky name analysis criteria, it’s clear that neither contestant delivered dazzling results.

Bard took a somewhat one-dimensional approach.

And ChatGPT-4 got a little carried away with compounding “punny” word fragments.

But of the two, ChatGPT did deliver more interesting and lateral results.

“ThriveZ”, “FemZest” and "Bloomhealth” have something going for them.

There are certainly less engaging brand names in the health plan category out there in the real world.

So, for the moment at least, ChatGPT is the AI naming champ, however faint our praise may be.

Well done ChatGPT.

Now that we've established the more creative of the two platforms, the next question must be: “Is human intelligence able to improve on AI?”

Talk about setting ourselves up to fall!

Decide on the success of our attempt to embellish ChatGPT’s efforts for yourself here.