TechCrunch Industry News For the love of God, stop calling your AI a co-worker
Jun 3, 2025
Generative AI is increasingly being marketed with human-like personas, making it seem more like a co-worker than a tool. This trend aims to build trust and ease job-related fears during economic uncertainty. However, it risks dehumanizing the technology and fostering misconceptions about its role. The discussion emphasizes viewing AI as an empowering resource rather than a direct threat to employment, urging listeners to reconsider how they perceive these advanced tools.
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AI as Human-like Colleagues
- AI is increasingly marketed as human-like colleagues with personable names and personas.
- This strategy aims to build trust and downplay AI's threat to human jobs, but feels dehumanizing.
AI Replaces 19 Managers
- Atlog's AI employee for furniture stores manages payments and marketing, enabling one manager to oversee 20 stores.
- This replaces many human managers, yet the fate of displaced workers goes unmentioned.
Friendly AI Names Build Trust
- Companies give AI friendly names like Claude to seem trustworthy and approachable.
- This marketing softens user resistance by making AI feel like a personable companion.