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

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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.