A few days ago, I donned my Extravehicular Mobility Unit (EMU) – a fancy name for a spacesuit – to analyse the name, Stargate, the U.S.-based AI infrastructure enterprise. Then, on January 27, 2025, I changed into my Atmospheric Diving Suit (ADS) to explore yet another AI name – the headline grabbing “DeepSeek”.
Let’s start with the name’s strengths.
The Pros
Like the name “Stargate,” “DeepSeek” is evocative. The word “deep” conveys profundity – of thought, of the unknown, of innovation – all of which aligns with the ambitions of cutting-edge AI.
“Deep” also evokes the bottomless ocean, as it is a poetic term for the sea, famously used by the writers of the Hebrew Bible to describe the pre-creation world. Given that the company’s logo is a whale (oddly resembling a child’s bath toy) it suggests the founder was fond of this more literary meaning. When combined with “seek,” the name suggests a quest for knowledge and discovery.
It’s also a structurally and phonetically pleasing. Like “Stargate,” “DeepSeek” is composed of two simple, familiar words, and boasts a succinct two-syllable format – a much beloved number in names. The repeated long “-e” in “deep” and “seek” creates memorable music. Together, these things make for a powerhouse of a name.
But the name is not without its challenges.
The Cons: Lost in a Sea of Same
Unfortunately, “DeepSeek” has waded into heavily charted territory. In fact, the word “deep” has become something of a naming cliché in AI, driven by its association with “deep learning,” a foundational AI concept. Given this, it’s probably time to deep-six the use of “deep” for any AI related goods or services. Here are a few examples of the companies, platforms, and products who’ve staked a claim in this linguistic territory:
- DeepMind: The AI subsidiary of Google, famed for its pioneering work in reinforcement learning and projects like AlphaGo.
- DeepL: A translation tool leveraging advanced neural networks.
- DeepSee: A platform focused on process intelligence and automation (more on this later).
- DeepSpace: A blockchain solution platform.
- DeepAI: A service providing access to AI research and tools for developers.
A deep bench indeed! So, why is this problematic? Isn’t imitation the sincerest form of flattery? Not in naming.
In this case, the saturation of “deep”-based names diminishes DeepSeek’s originality and memorability. It sounds like a knock-off (hello, China!) and may even be confused with similarly named companies. And that raises the spectre of trademark conflict.
The Trademark Question: Deep Trouble?
One potential issue is DeepSee, a company that specializes in knowledge process automation. While the “deep” part of DeepSeek’s competitors’ names is not especially problematic, given its use in multiple marks, the similarity in sound and appearance between “seek” and “see”, combined with the overall commercial impression of the two names, could lead to customer confusion.
How might this unfold?
DeepSee, which has been in use since 2019, holds seniority as the first to use the name, compared to DeepSeek, which launched in 2023. This seniority could potentially give DeepSee the legal grounds to challenge DeepSeek for trademark infringement.
Ultimately, the outcome would depend on the degree of consumer confusion – a nuanced issue, typically resolved through a detailed legal analysis. Whether DeepSee or other similar names raise serious concerns remains to be seen.
Go Deep, but Navigate Carefully
Beyond its name – and more importantly – are the challenges faced by any AI enterprise, especially a Chinese brand that must also navigate geopolitical tensions and concerns about surveillance or bias. Ultimately, the success of DeepSeek and the degree of its threat to the best-in-class big Western AI players, will hinge on whether it can deliver on its efficiency and cost-cutting promise while steering clear of legal, ethical, and geopolitical icebergs.
Like the Titanic, a marvel of its time, bold ambition alone won’t guarantee a successful journey – it must be matched by trustworthiness and careful navigation.
And, while not strictly necessary, a more original name can’t hurt either.
