Published : 30 Sep 2026, 10:49 PM
Updated : 30 Sep 2026, 10:49 PM
OpenAI has launched a new AI assistant called Dots, complete with an adorable mascot -- and it is no accident that it looks the way it does.
The ChatGPT maker joins Meta, which earlier this month unveiled its own cuddly AI assistant called Muse, reports The Independent.
Both are versions of so-called agentic AI -- tools capable of taking autonomous actions in the real world, such as organising schedules, sending emails and booking appointments.
But beyond the technology, the two products share something else: a deliberate design strategy built around cuteness.
Research backs up the approach. A 2024 study published in Research in Interactive Marketing found that the baby-like and whimsical appearance of AI agents drives users to develop stronger attachments to them and perceive them as more trustworthy.
The authors explicitly encouraged marketers to harness cuteness in their AI branding.
The appeal is straightforward. Agentic AI requires users to hand over significant amounts of personal data and real-world access to an automated system, according to The Independent.
A cute mascot makes that handover feel less threatening, attaching a familiar, friendly face to what would otherwise be an abstract and impersonal piece of software.
But experts warn that this is precisely what makes it potentially dangerous.
A study by University of Exeter researcher Tom Roberts found that people tend to relate to AI agents the way they would to fictional characters -- which can make them seem convincing and friendly even when they are unreliable.
"The danger is that AI fictional characters may persuade their users to believe things that are false, unjustified, or unethical," Roberts said.
Not everyone is following the cute-mascot playbook.
Apple chief executive John Ternus said this month that the new Siri was specifically "not designed to be your friend", and the updated assistant reflects that -- more stripped back, more greyscale, and resistant to extended conversation.
