diff --git a/module/Rest/src/ApiKey/Model/ApiKeyMeta.php b/module/Rest/src/ApiKey/Model/ApiKeyMeta.php
index 66d7d889..ae1b189c 100644
--- a/module/Rest/src/ApiKey/Model/ApiKeyMeta.php
+++ b/module/Rest/src/ApiKey/Model/ApiKeyMeta.php
@@ -18,12 +18,13 @@ final readonly class ApiKeyMeta
     private function __construct(
         public string $key,
         public string $name,
+        public bool $isNameAutoGenerated,
         public Chronos|null $expirationDate,
         public iterable $roleDefinitions,
     ) {
     }
 
-    public static function empty(): self
+    public static function create(): self
     {
         return self::fromParams();
     }
@@ -38,9 +39,10 @@ final readonly class ApiKeyMeta
         iterable $roleDefinitions = [],
     ): self {
         $resolvedKey = $key ?? Uuid::uuid4()->toString();
+        $isNameAutoGenerated = empty($name);
 
         // If a name was not provided, fall back to the key
-        if (empty($name)) {
+        if ($isNameAutoGenerated) {
             // If the key was auto-generated, fall back to a redacted version of the UUID, otherwise simply use the
             // plain key as fallback name
             $name = $key === null
@@ -51,6 +53,7 @@ final readonly class ApiKeyMeta
         return new self(
             key: $resolvedKey,
             name: $name,
+            isNameAutoGenerated: $isNameAutoGenerated,
             expirationDate: $expirationDate,
             roleDefinitions: $roleDefinitions,
         );
diff --git a/module/Rest/src/Entity/ApiKey.php b/module/Rest/src/Entity/ApiKey.php
index c9cdd3a6..63bb6fc9 100644
--- a/module/Rest/src/Entity/ApiKey.php
+++ b/module/Rest/src/Entity/ApiKey.php
@@ -33,7 +33,7 @@ class ApiKey extends AbstractEntity
 
     public static function create(): ApiKey
     {
-        return self::fromMeta(ApiKeyMeta::empty());
+        return self::fromMeta(ApiKeyMeta::create());
     }
 
     public static function fromMeta(ApiKeyMeta $meta): self
diff --git a/module/Rest/src/Service/ApiKeyService.php b/module/Rest/src/Service/ApiKeyService.php
index 19140534..09d1bb76 100644
--- a/module/Rest/src/Service/ApiKeyService.php
+++ b/module/Rest/src/Service/ApiKeyService.php
@@ -19,17 +19,13 @@ readonly class ApiKeyService implements ApiKeyServiceInterface
     {
     }
 
+    /**
+     * @inheritDoc
+     */
     public function create(ApiKeyMeta $apiKeyMeta): ApiKey
     {
         return $this->em->wrapInTransaction(function () use ($apiKeyMeta) {
-            $apiKey = ApiKey::fromMeta($apiKeyMeta);
-            // TODO If name is auto-generated, do not throw. Instead, re-generate a new key
-            if ($this->repo->nameExists($apiKey->name)) {
-                throw new InvalidArgumentException(
-                    sprintf('Another API key with name "%s" already exists', $apiKeyMeta->name),
-                );
-            }
-
+            $apiKey = ApiKey::fromMeta($this->ensureUniqueName($apiKeyMeta));
             $this->em->persist($apiKey);
             $this->em->flush();
 
@@ -37,6 +33,29 @@ readonly class ApiKeyService implements ApiKeyServiceInterface
         });
     }
 
+    /**
+     * Given an ApiKeyMeta object, it returns another instance ensuring the name is unique.
+     * - If the name was auto-generated, it continues re-trying until a unique name is resolved.
+     * - If the name was explicitly provided, it throws in case of name conflict.
+     */
+    private function ensureUniqueName(ApiKeyMeta $apiKeyMeta): ApiKeyMeta
+    {
+        if (! $this->repo->nameExists($apiKeyMeta->name)) {
+            return $apiKeyMeta;
+        }
+
+        if (! $apiKeyMeta->isNameAutoGenerated) {
+            throw new InvalidArgumentException(
+                sprintf('Another API key with name "%s" already exists', $apiKeyMeta->name),
+            );
+        }
+
+        return $this->ensureUniqueName(ApiKeyMeta::fromParams(
+            expirationDate: $apiKeyMeta->expirationDate,
+            roleDefinitions: $apiKeyMeta->roleDefinitions,
+        ));
+    }
+
     public function createInitial(string $key): ApiKey|null
     {
         return $this->repo->createInitialApiKey($key);
diff --git a/module/Rest/src/Service/ApiKeyServiceInterface.php b/module/Rest/src/Service/ApiKeyServiceInterface.php
index c42505b7..be7b9191 100644
--- a/module/Rest/src/Service/ApiKeyServiceInterface.php
+++ b/module/Rest/src/Service/ApiKeyServiceInterface.php
@@ -11,6 +11,9 @@ use Shlinkio\Shlink\Rest\Entity\ApiKey;
 
 interface ApiKeyServiceInterface
 {
+    /**
+     * @throws InvalidArgumentException
+     */
     public function create(ApiKeyMeta $apiKeyMeta): ApiKey;
 
     public function createInitial(string $key): ApiKey|null;
diff --git a/module/Rest/test/Service/ApiKeyServiceTest.php b/module/Rest/test/Service/ApiKeyServiceTest.php
index 2b3d4f96..ee33e109 100644
--- a/module/Rest/test/Service/ApiKeyServiceTest.php
+++ b/module/Rest/test/Service/ApiKeyServiceTest.php
@@ -78,7 +78,23 @@ class ApiKeyServiceTest extends TestCase
     }
 
     #[Test]
-    public function exceptionIsThrownWhileCreatingIfNameIsInUse(): void
+    public function autoGeneratedNameIsRegeneratedIfAlreadyExists(): void
+    {
+        $callCount = 0;
+        $this->repo->expects($this->exactly(3))->method('nameExists')->with(
+            $this->isType('string'),
+        )->willReturnCallback(function () use (&$callCount): bool {
+            $callCount++;
+            return $callCount < 3;
+        });
+        $this->em->expects($this->once())->method('flush');
+        $this->em->expects($this->once())->method('persist')->with($this->isInstanceOf(ApiKey::class));
+
+        $this->service->create(ApiKeyMeta::create());
+    }
+
+    #[Test]
+    public function exceptionIsThrownWhileCreatingIfExplicitlyProvidedNameIsInUse(): void
     {
         $this->repo->expects($this->once())->method('nameExists')->with('the_name')->willReturn(true);
         $this->em->expects($this->never())->method('flush');