People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

The mainstreaming of AI is setting a new precedent for how people relate to non-human sources of intelligence. While automation on a consumer level has typically focused on specific tasks like replying to emails or budgeting, it’s now swiftly expanding to a more dynamic range of applications.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Many people are seeking to automate and optimise all areas of their lives, and dating is no exception. A new wave of AI dating assistants is emerging, helping users to strike up conversations with new matches – but whether this will lead to lasting IRL connections is yet to be seen.

Replika – a company that provides AI-powered chatbot companions – has baffled many users with the sudden elimination of its erotic role-play feature. The company's willingness to endure backlash in the name of user safety may serve as an example of ethical decision-making in the AI space.

With the long-term impact of lockdown yet to be fully felt, there are signs of what the ‘new normal’ looks like. Take Replika, the AI chatbot helping Gen Zers to feel less lonely. As tech fulfils a multitude of needs for young people, a chatbot may be the next frontier in friendship.

Gen Z are outsourcing their dating life thanks to AI, whether that’s to match with people with similar interests, or letting AI dominate the dialogue with their matches. How are AI-mediated connections translating into the offline world? How will AI-driven dating impact consumer-brand interactions?