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Why Tech Companies Like IBM and Amazon Brand Artificial Intelligence With Human Names


AI is increasingly acting like humans, so companies are putting big resources and marketing money into branding AI with human-like qualities, down to naming their technology after people. "Zubin" orchestrates all of the AI's technology while the platform's user interface is named "Natalie"--a reference to actress Natalie Portman's dual American and Israeli citizenship. Other prospective names included EureQA, Thinqer, SystemQA and Deep Blue, a reference to IBM's "Big Blue" nickname. In 2015, Sharethrough launched a splashy new tool called Hemingway that uses AI algorithms to analyze words and help brands write the perfect headline.