This process still requires a ton of creativity on Shore's part. First, he has to decide what to feed to the engine. Then, once he gets those keywords and terms, he has to train the neural networks on them.
"I wanted to get a taste of what [their customers] experience," he said. "What is it that they crave when they go out fishing or do any of these other kinds of outdoor activities? Some of that's going to be intuitive — I like the outdoors as much as anyone — but some other things I just really want to experience firsthand." For example, Shore once renamed an architecture firm from Pollack Architecture to Rapt Studios.
Shore said he tends to work "abnormal" hours. "Every day is 'Blursday,'" he said. "I tend to be more productive in the morning, but lately I've been naming into the night." Sometimes he'll take calls in the evenings or on weekends to accommodate his clients based in Asia. This means that it'll never become obsolete due to changes in culture or technology. A company called "8-Track Now," for example, would've made a lot of sense back in the mid-1960s to mid-1980s, but today it would fall short.
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