As pointed out by TechPowerUp, "AMD is planning to play a neat branding game with Intel."
You may have noticed with the upcoming series of CPUs and APUs to be released in 2016 by AMD that there has been a branding focus switch towards naming them as the "6th Generation," just as you commonly see with Intel's new processor releases.
This change is said to be due to ease of consumer clarity and the reported fact that retail channels much prefer this method. Keeping track of which generation of processor you own, sell or build into a system is generally much easier then remembering how old your 'Piledriver' chip may be.
There has been no official word from Intel in retaliation to this matter and it's unlikely that there ever will be. It's going to be interesting to see if this naming comparison with Intel will drive more public consumers towards the red side of life (AMD).