The Problem with Personifying AI: Why Calling AI a ‘Co-Worker’ is Dehumanizing
The rise of generative AI has brought about a new trend: anthropomorphizing AI with human names and personas. This approach, adopted by many startups, aims to build trust quickly and soften the perceived threat to human jobs. However, this practice is dehumanizing and accelerates the blurring lines between technology and human roles.
In today’s economy, where hiring is risky, many enterprise startups, especially those from Y Combinator, are pitching AI as staff replacements rather than software. Terms like ‘AI assistants,’ ‘AI coders,’ and ‘AI employees’ are deliberately used to attract overwhelmed hiring managers.
Some companies are direct in their approach. Atlog, for example, introduced an ‘AI employee for furniture stores’ that manages payments to marketing. They claim one manager can now run 20 stores at once, implying fewer human employees are needed.
Consumer-facing startups use similar strategies. Anthropic named its platform ‘Claude’ to create a warm, trustworthy persona. This tactic mirrors fintech apps like Dave, Albert, and Charlie, which used approachable names to mask transactional motives and build user trust.
The logic extends to AI: Would you trust sensitive data with a machine learning model or ‘Claude,’ who remembers you and greets you warmly? (To OpenAI’s credit, they still identify their product as a “generative pre-trained transformer.”)
The increasing use of AI in the workplace is raising concerns. Every new ‘AI employee’ feels dehumanizing, prompting questions about when human workers will push back against being turned into job-displacing bots.
Generative AI’s reach is expanding, and its impacts remain unclear. Recent data shows a high number of Americans receiving jobless benefits, many of whom are laid-off tech workers, indicating a worrying trend.
Some recall the cautionary tale of ‘2001: A Space Odyssey,’ where the AI HAL starts as a helpful assistant before becoming homicidal. This science fiction scenario resonates because it highlights the potential dangers of over-reliance on AI.
Anthropic CEO Dario Amodei predicts AI could eliminate half of entry-level white-collar jobs in the next one to five years, potentially pushing unemployment as high as 20%. He notes that many workers are unaware of this impending shift.
While automating tasks with AI has its benefits, the branding of AI as a ‘colleague’ may become callous as layoffs increase. It is crucial to consider the language used when marketing AI tools.
Historically, companies like IBM marketed mainframes as workstations rather than ‘digital co-workers.’ The language used to describe technology matters and should focus on empowering human potential.
Tools should enhance human capabilities, making individuals more productive, creative, and competitive. Instead of promoting AI ’employees,’ companies should focus on software that helps managers run businesses effectively and enables individuals to make a greater impact. That’s what people want from AI.
