Recently, my friend shared a revealing moment from a work meeting. As she prepared to share her screen, she hesitated at an open ChatGPT tab. Confiding in me, she expressed her fear of being judged for taking “shortcuts” at work. Turns out, she’s not the only one who thinks like this. This sheds light on the societal positioning of AI and its influence on our perceptions.
Why hide ChatGPT if it makes your work better? Shouldn’t you be showing it off instead?
These questions open up a deeper, philosophical issue that goes beyond functionality — understanding the emotional spectrum (shame to pride) with this new technology is key to future-proofing the product, and the brand. But first, let’s look into how AI systems are positioned today:
How an AI system is framed, presented, and positioned impacts perception and engagement, both initially and as it continues to develop over time.
Tool/ Assistant
Similar to a craftsman's choice of a fine chisel or a chef's selection of a sharp knife, the tool should be perceived as improving the user's own abilities, not replacing them. A tennis player doesn't hide behind their racket; they use it to play a better game. If an AI tool becomes so autonomous that it diminishes the human, it can make you feel redundant or even incompetent. People should compare AI tools to rackets (pride), not performance enhancers (shame, embarrassment).
Search Engine
Positioning AI as a search engine offers a leap from the traditional "wonder of search" — a model where users are presented with links to sift through — to a future where they are directly given the right answers. The founder of Perplexity believes while it will take a while before AI replaces traditional search, the overall value of search itself will go down, as direct answers become the norm.
Still, putting the brand in the search territory gives it two benefits. One, it directly confronts our current mental model of “search”, and reshapes what we expect from it.
Second, it’s a powerful way to capture attention and loyalty of users. Given the penetration and habitual usage of search engines, an option like Perplexity can shift market dynamics.
Companion
To me, positioning an AI system as a companion legitimizes having a relationship with a digital entity, and will obviously draw comparisons to the Spike Jonze’s film “Her”: the bot as computational servant, ever present and ever ready to lend an encouraging word. On the upside, it presents an exciting new territory, a new possibility of an ever-present, highly reliable companion. But, companionship is built on trust, mutual respect, and a sense of the unknown. This is where the brand plays an outsized role. It all boils down to — can you trust the corporate brand behind the companion?
Ultimately, the question isn't just about whether these systems make us more efficient or creative. It's about how we reconcile the use of such advanced technology with our own sense of identity and worth in the world — whether it’s as a parent, a worker or a person. My friend’s reluctance to share her use of ChatGPT stems from a fear of being perceived as taking "shortcuts" or not being skilled enough on one's own. This overlooks the mission of what most of these companies are setting out to do: enhance human capabilities, not to replace them. Will perception follow suit?
Until next time,
Shrikala