Love, trust and marketing in the age of AI

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Amaryllis Liampoti |

TED@BCG

• September 2024

As AI chatbots become more personal and proactive, the line between tool and companion is beginning to blur, with some users even professing love for their digital aides, says business consultant Amaryllis Liampoti. She presents three foundational principles for how brands can harness AI to build deeper emotional connections with consumers while prioritizing well-being, transparency and autonomy — ensuring AI enhances lives without undermining human agency.