It's possible that it sounds even worse in other languages. That is, it might sound like bad words, onomatopoeia for bodily functions, or common exclamations (that would lead to lots of false positives).

I think it could have been established as a brand in the US, given Google's scale. Put a lute in the branding, run some funny commercials, and you're done.

EDIT: one thing no amount of branding can fix — the likelihood that people reach for "doh, Bard" (a la Simpsons) when Bard messes up. I could see that becoming a thing.