Why big tech is betting on cute mascots

"Apple’s character, a blue and white figure with an outsized head, has become unofficially known as Little Finder Guy. Introduced in March in social media videos to promote a new laptop, it has gained some positive coverage. 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". It adds that Mico is "expressive, customizable and warm", and "makes voice conversations [with the AI] feel more natural"."

""They give a voice, a personality, a face even, to a company that is cold and impersonal to many people," says Anthony Patterson, professor of marketing at Lancaster University Management School. Businesses whose marketing campaigns include mascots are 37% more likely to grow their market share than those which don't, according to research published back in 2019."

"Some firms, tech businesses among them, are finding new ways to make use of existing characters. This includes the little green robot that Google uses as the mascot for its Android mobile operating system. Last September, Google launched an app that allows users to create personalised versions of the robot. You can upload a selfie and the mascot will start wearing your clothes and copying your hairstyle. Google said it is about people being able to give the robot "different vibes"."

Microsoft and Apple have introduced new cartoon characters to promote products and AI assistants. Apple’s blue-and-white figure with an oversized head, informally called Little Finder Guy, appeared in March social media videos for a new laptop and received positive attention. Microsoft unveiled Mico for its Copilot AI assistant, describing it as an optional visual identity rather than a mascot. Mico is presented as expressive, customizable, and warm, intended to make voice conversations feel more natural. Research from 2019 links mascot use with higher market share growth. Marketing experts say mascots provide a personality and face for companies that can seem cold or impersonal. Other firms adapt existing characters, such as Google’s Android robot, which can be personalized using selfies.

Read at BBC News