Copilot · Apple · Google · Microsoft · BBC Technology
Why big tech is betting on cute mascots
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Some of the world's biggest and most powerful brands are attempting to be more cute and cuddly.
Key facts
- Among others, online forum Reddit updated its alien character Snoo in 2023 to be more animated and emotive
- The team behind the app credit the owl, Duo, with helping attract more than 20 million followers across TikTok and Instagram
- Both Nahai and Patterson are concerned about the impact of combining AI and mascots, enabling them to interact with people in new, highly personalised ways
- Apple's character, a blue and white figure with an outsized head, has become unofficially known as Little Finder Guy
Summary
Tech giants Microsoft and Apple are among a wave of businesses who have recently introduced new cartoon character mascots, a tactic experts say is often used to make a brand seem more human and friendly, and to build a stronger connection with customers. Apple's character, a blue and white figure with an outsized head, has become unofficially known as Little Finder Guy. Microsoft, which years ago shelved its widely-disliked Clippy paperclip virtual assistant, has also unveiled a new cartoon character for its AI assistant Copilot. The company says the avatar, called Mico and resembling a blob with a smiley face, is "not a mascot, but an optional visual identity for Copilot".