Stop Calling AI Your Co-Worker

The Dangerous Trend of Anthropomorphizing AI

The generative AI landscape has become flooded with human-like branding that frames artificial intelligence as co-workers rather than software tools. From startups pitching “AI employees” to consumer platforms naming their models “Claude” or “Devin,” this marketing strategy is accelerating — and it’s fundamentally misleading.

Why Companies Are Humanizing AI

In today’s volatile economy, enterprise startups — particularly Y Combinator graduates — are strategically positioning AI as staff replacements rather than productivity tools:

• Atlog markets an “AI employee for furniture stores” that eliminates managerial positions
• Anthropic’s “Claude” adopts fintech naming tactics (like apps named Dave or Charlie) to build false intimacy
• Multiple startups now offer AI coders and assistants positioned as staff augmentations

The Human Cost of AI Personas

While this anthropomorphism helps adoption, the consequences are becoming clear:

Job Displacement Reality Check

Recent data paints a concerning picture:

• 1.9 million Americans were receiving continued jobless benefits as of mid-May (highest since 2021)
• Anthropic CEO Dario Amodei predicts AI could eliminate 50% of entry-level white-collar jobs in 1-5 years
• Potential unemployment could spike to 20%, with most affected workers unaware of impending changes

A Better Approach to AI Integration

The tech industry has precedent for ethical tool positioning:

• IBM marketed mainframes as productivity systems — not “digital co-workers”
• Early computers were workstations, not “software assistants”

Language Matters in the AI Era

Rather than framing AI as human replacements, we should emphasize tools that:

• Augment human capability rather than replace it
• Increase productivity without eroding workplace dignity
• Maintain clear boundaries between software and staff

Generative AI holds tremendous potential, but its marketing trajectory risks becoming dehumanizing. The solution starts with honest language — these are algorithms, not colleagues. Only by acknowledging AI’s true nature can we develop ethical implementations that uplift rather than replace human workers.