In a commentary, SMU Professor of Communication and Technology and Vice President of Partnerships and Engagement Lim Sun Sun discussed how the growing use of AI chatbots heralds a new era of automated parasocial relationships at scale. She explained the dangers of parasocial relationships and highlighted the need to strengthen safeguards to prevent such bots from becoming unhinged. Prof Lim opined that stringent transparency standards in the use of such bots by companies and public figures in their audience interactions must be established to avoid deception and inflicting harm.