Why big tech is betting on cute mascots

"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"."

"Tech giants Microsoft and Apple are among a wave of businesses who have recently introduced new cartoon character mascots, a tactic experts say is often used to make a brand seem more human and friendly, and to build a stronger connection with customers. 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."

"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. "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."

"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"

Microsoft and Apple have introduced new cartoon character avatars to make their brands feel more friendly and human. Apple’s blue-and-white “Little Finder Guy” appeared in March social media videos promoting a new laptop and has received positive attention. Microsoft unveiled “Mico” for its Copilot AI assistant, described as an optional visual identity that is expressive, customizable, and warm, designed to make voice conversations feel more natural. Research from 2019 links mascot use with higher market share growth. Mascots provide a personality and a face for companies that can seem cold or impersonal. Google also uses the Android robot and launched an app that lets users personalize it by uploading a selfie and applying clothing and hairstyle changes.

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