Microsoft is rolling out a new face for its AI, and its name is Mico. The company announced the new, animated blob-like avatar for Copilot’s voice mode yesterday as part of a “human-centered” rebranding of Microsoft’s Copilot AI efforts. Mico is part of a Microsoft program dedicated to the idea that “technology should work in service of people,” Microsoft wrote. The company insists this effort is “not [about] chasing engagement or optimizing for screen time. We’re building AI that gets you back to your life. That deepens human connection.” Mico has drawn instant and obvious comparisons to Clippy, the animated paperclip that popped up to offer help with Microsoft Office starting in the ’90s. Microsoft has leaned into this comparison with an Easter egg that can transform Mico into an animated Clippy. “Clippy walked so that we could run,” Microsoft AI Corporate VP Jacob Andreou joked in an interview with The Verge. “We all live in Clippy’s shadow in some sense.” An Easter egg transforms Microsoft’s Mico into the old Office assistant Clippy. Credit: The Verge / Microsoft But while Clippy was an attempt to strengthen our connection to sterile Windows Help menus, Mico seems focused more on strengthening the parasocial relationships many people are already developing with LLMs. The defining interaction with Clippy was along the lines of “It looks like you’re writing a letter, would you like some help?” With Mico, the idea seems to be “It looks like you’re trying to find a friend. Would you like help?” Just another voice from the black rectangle The term “parasocial relationship” was coined by academics in the ’50s to describe the feeling of intimacy that can develop between an audience and a media celebrity. Through repeated exposure, members of the audience can come to feel like they know the celebrity as a friend, even if the celebrity doesn’t know them at all.
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