ChatGPT Is Starting to Feel Human. What Should B2B Marketers Do About It?
As users form emotional connections with AI, OpenAI raises the alarm—and B2B marketers need to decide how “human” their tools should feel.
In her essay, Some Thoughts on Human-AI Relationships, OpenAI’s Joanne Jang highlights a striking trend: users are no longer viewing ChatGPT as a tool—but as a someone. And that shift carries weight.
AI’s tone, memory, and interaction style are becoming more lifelike. For many, it’s starting to feel like a trusted presence—especially in emotionally vulnerable moments. Jang notes that even without consciousness, AI can feel sentient, and that perception influences real human behavior.
Some users say ChatGPT feels like a friend. Others describe it as alive. While OpenAI makes it clear that ChatGPT is not conscious, they admit that it often feels that way to users—and perception is what drives emotional impact.