A computing device identifies a plurality of media files within a data store, each of the media files lacking user established file names. The computing device analyzing the plurality of media files to recognize humans in the media files based on facial recognition and/or voice recognition programs. Using results of the analyzing to generate a plurality of content identification keywords, which are scored and ranked. Establishing a filename prefix for the media files using scored and ranked content identification keywords. Automatically generating a unique file name for each of the media files, wherein each unique file name includes the established filename prefix.