Writing a good title is a key research communication skill for all researchers. In the current competitive academic publishing environment, ensuring that a paper can be found and attracts the attention of the right readers through the use of a good title is more important than ever. However, while the ability to enhance an article’s impact is important, it is not just about citations. The key goal of a title is to make sure potential readers can recognise that the paper is worth engaging with for whatever purpose they require. Nevertheless, it is also important to consider the ways in which researchers and readers are able to find the article in the first place, especially now that AI is playing a bigger role in search tool operations, academic databases, and bespoke AI research agents. This challenges authors to devise titles that are as findable and understandable to a machine as they are to a human. The result may be fewer witty, clever titles in the future. However, there are still ways to be creative that can be universally understood, so there is still hope.