eCommerce giants and tech startups are embracing anthropomorphism, attributing human characteristics to nonhuman entities, to make online interactions more engaging. This strategy, previously used in advertising with mascots like the Michelin Man and Tony the Tiger, is now being applied to AI. Examples include virtual assistants, chatbots, robo-advisors, and virtual makeup try-on tools. However, there are challenges with this approach, as it can lead to confusion and unrealistic user expectations.

Some customers have developed emotional attachments to AI assistants, raising ethical concerns. The legal and regulatory landscape is also struggling to keep up with these developments. Transparency will be important, with businesses needing to be clear about the nature and limitations of their AI systems. As AI technology advances, consumers and businesses must adapt to a world where the line between human and machine interaction becomes increasingly blurred.