diff --git a/src/lib/features/project/project-service.e2e.test.ts b/src/lib/features/project/project-service.e2e.test.ts
index df9a87cbaa..a5a4f298d8 100644
--- a/src/lib/features/project/project-service.e2e.test.ts
+++ b/src/lib/features/project/project-service.e2e.test.ts
@@ -2616,3 +2616,100 @@ describe('create project with environments', () => {
         );
     });
 });
+
+describe('automatic ID generation for create project', () => {
+    test('if no ID is included in the creation argument, it gets generated based on the project name', async () => {
+        const project = await projectService.createProject(
+            {
+                name: 'New name',
+            },
+            user,
+            auditUser,
+        );
+
+        expect(project.id).toMatch(/^new-name-/);
+    });
+
+    test('two projects with the same name get different ids', async () => {
+        const createProject = async () =>
+            projectService.createProject(
+                { name: 'some name' },
+                user,
+                auditUser,
+            );
+
+        const project1 = await createProject();
+        const project2 = await createProject();
+
+        expect(project1.id).toMatch(/^some-name-/);
+        expect(project2.id).toMatch(/^some-name-/);
+        expect(project1.id).not.toBe(project2.id);
+    });
+
+    test.each(['', undefined, '     '])(
+        'An id with the value `%s` is treated as missing (and the id is based on the name)',
+        async (id) => {
+            const name = randomId();
+            const project = await projectService.createProject(
+                { name, id },
+                user,
+                auditUser,
+            );
+
+            expect(project.id).toMatch(new RegExp(`^${name}-`));
+        },
+    );
+
+    describe('backwards compatibility', () => {
+        const featureFlag = 'createProjectWithEnvironmentConfig';
+
+        test.each([true, false])(
+            'if the ID is present in the input, it is used as the ID regardless of the feature flag states. Flag state: %s',
+            async (flagState) => {
+                const id = randomId();
+                // @ts-expect-error - we're just checking that the same
+                // thing happens regardless of flag state
+                projectService.flagResolver.isEnabled = (
+                    flagToCheck: string,
+                ) => {
+                    if (flagToCheck === featureFlag) {
+                        return flagState;
+                    } else {
+                        return false;
+                    }
+                };
+                const project = await projectService.createProject(
+                    {
+                        name: id,
+                        id,
+                    },
+                    user,
+                    auditUser,
+                );
+
+                expect(project.id).toBe(id);
+            },
+        );
+
+        test.each(['', undefined, '     '])(
+            'if the flag to enable auto ID generation is off, not providing a valid ID (testing `%s`) throws an error',
+            async (id) => {
+                // @ts-expect-error
+                projectService.flagResolver.isEnabled = () => {
+                    return false;
+                };
+
+                const createProject = () =>
+                    projectService.createProject(
+                        {
+                            name: randomId(),
+                            id,
+                        },
+                        user,
+                        auditUser,
+                    );
+                expect(createProject).rejects.toThrow();
+            },
+        );
+    });
+});
diff --git a/src/lib/features/project/project-service.ts b/src/lib/features/project/project-service.ts
index f8e818d505..5dfdcddfb1 100644
--- a/src/lib/features/project/project-service.ts
+++ b/src/lib/features/project/project-service.ts
@@ -302,6 +302,15 @@ export default class ProjectService {
         return id;
     }
 
+    async generateUniqueProjectId(name: string): Promise<string> {
+        const id = this.generateProjectId(name);
+        if (await this.projectStore.hasProject(id)) {
+            return await this.generateUniqueProjectId(name);
+        } else {
+            return id;
+        }
+    }
+
     async createProject(
         newProject: CreateProject,
         user: IUser,
@@ -314,11 +323,29 @@ export default class ProjectService {
             return [];
         },
     ): Promise<ProjectCreated> {
-        await this.validateProjectEnvironments(newProject.environments);
+        const validateData = async () => {
+            await this.validateProjectEnvironments(newProject.environments);
 
-        const validatedData = await projectSchema.validateAsync(newProject);
+            if (
+                !newProject.id?.trim() &&
+                this.flagResolver.isEnabled(
+                    'createProjectWithEnvironmentConfig',
+                )
+            ) {
+                newProject.id = await this.generateUniqueProjectId(
+                    newProject.name,
+                );
+                return await projectSchema.validateAsync(newProject);
+            } else {
+                const validatedData =
+                    await projectSchema.validateAsync(newProject);
+                await this.validateUniqueId(validatedData.id);
+                return validatedData;
+            }
+        };
+
+        const validatedData = await validateData();
         const data = this.removePropertiesForNonEnterprise(validatedData);
-        await this.validateUniqueId(data.id);
 
         await this.projectStore.create(data);
 
@@ -362,7 +389,7 @@ export default class ProjectService {
         await this.eventService.storeEvent(
             new ProjectCreatedEvent({
                 data,
-                project: newProject.id,
+                project: data.id,
                 auditUser,
             }),
         );
diff --git a/src/lib/types/model.ts b/src/lib/types/model.ts
index e3a2eb4ead..06ceefda52 100644
--- a/src/lib/types/model.ts
+++ b/src/lib/types/model.ts
@@ -487,7 +487,8 @@ export interface IImportData extends ImportCommon {
 // Create project aligns with #/components/schemas/createProjectSchema
 // joi is providing default values when the optional inputs are not provided
 // const data = await projectSchema.validateAsync(newProject);
-export type CreateProject = Pick<IProject, 'id' | 'name'> & {
+export type CreateProject = Pick<IProject, 'name'> & {
+    id?: string;
     mode?: ProjectMode;
     defaultStickiness?: string;
     environments?: string[];