From Microsoft Mico to Apple’s Little Finder Guy: why a cute brand mascot isn’t enough

Cute AI mascots are suddenly everywhere. Microsoft introduced Mico, a cartoon puppy for its AI design assistant. Apple’s Little Finder Guy now waves on your Mac screen. Mozilla and others have followed suit.

A BBC report recently highlighted research that found that campaigns featuring mascots are 37% more likely to grow market share (although this research did come before the recent generative AI boom). The same report warned that the current increase in big-tech mascots coincides with growing mistrust of big tech. If users already fear opaque AI systems, is adding a smiley face going to build trust, or is it simply acting as a mask for deeper anxieties?

As a designer, I don’t think the question is whether a mascot looks cute or creepy (although probably avoid the latter). The real question is whether it can foster a long‑term relationship. At forpeople we’ve spent years designing AI‑driven brand experiences and physicalised companions,…