Amaryllis Liampoti: Love, trust and marketing in the age of AI

Love, trust and marketing in the age of AI

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.

AI is reshaping how people connect with brands, moving from transactional exchanges to emotional relationships. Some users, like a lawyer who joked about 'falling for' an AI assistant, reveal just how real these bonds can feel. As AI grows more proactive and personal, brands must prioritize well-being, honesty, and autonomy to avoid crossing the line from helpful partner to manipulative influence. Building trust with transparent and responsible AI sets the stage for deeper, more meaningful connections.