In a commentary, SMU Associate Professor of Communication Management (Practice) Tamas Makany discussed the distinct personalities of artificial intelligence (AI) assistants such as Claude, ChatGPT and Gemini, and how such distinct personalities are becoming the premium that shapes user choice and business success. He also explained how the surge in AI personality investments signals a fundamental shift in the market that raw computational power no longer guarantees success due to the human tendency to seek meaningful connections. Assoc Prof Makany also highlighted the need for tech companies to consider their social responsibilities as they design digital entities that millions will interact with daily. He concluded that the strategic decisions about how to design and implement AI personalities will reshape our relationships with technology and each other.