How AI Brands Are Humanizing Themselves

In 2025, AI exploded in popularity—but that growth and widespread adoption also came with a bevy of controversy and criticism. In an attempt to highlight the benefits of these tools in the workplace and on quality of life, AI companies launched campaigns that highlighted the humanity of this tech rather than its functionality. Here are three favorites.

With a focus on integrating into small moments of everyday life, ChatGPT launched a heartwarming campaign centered around a siblings’ roadtrip to the Blue Ridge Mountains of Virginia. The spot showcased the tool as a replacement and supplement for the traditional Google search-driven planning.

Leaning into the quirkier aspects of artificial intelligence, NEO heroed a robot as the mascot for curiosity, exploration and intellectual growth. This approach elevates the technology as our everyday helper and personifies AI as a smart assistant.

Finally, friend.com, a wearable AI device that’s like an always-on Siri, took a more traditional brand marketing angle. Their campaign embraces the mystique of AI and depicts their physical hardware product as a cloudy, coveted gem.

All three of these approaches show that the challenge of AI marketing is similar to other categories—driving familiarity, emotional resonance and curiosity that compels the audience to learn more. While the product and conversation around its usage may be topical and polarizing, traditional tactics and messaging are more relevant than ever on this new frontier.