Every day, millions of people talk to chatbots and AI assistants such as ChatGPT, Replika and Gemini, but what kind of “relationships” are we really forming with them?

In a special issue of the journal New Media & Society, Dr. Iliana Depounti (Loughborough University) and Associate Professor Simone Natale (University of Turin) explore the rise of “artificial sociality”—technologies that simulate social behavior and emotional connection without actually possessing them.

Their article, “Decoding Artificial Sociality: Technologies, Dynamics, Implications,” reveals a number of issues associated with the rise of Large Language Models (LLMs) and AI chatbots.

It argues that the illusion of friendship or understanding created by AI is being deliberately cultivated by technology companies to increase user engagement, such as Spotify’s “AI DJ” with a friendly human voice and Replika’s “virtual companion” chatbots.

Dr. Depounti said, “Companion generative AI bots such as Replika or Character AI exemplify artificial sociality technologies.

“They are created to foster emotional projection, offering users intimacy and companionship through features like avatars, role-playing, customization and gamification—all with monetary benefits for the companies that design them.

“ChatGPT, too, uses artificial sociality techniques, from referring to itself as ‘I’ to adopting tones of authority, empathy or expertise.

“Though these systems simulate sociality rather than recreate it, their power lies in that simulation—in their ability to engage, persuade and emotionally move millions of users worldwide, raising deep ethical questions.”

The study shows how social cues are engineered into products to keep people interacting longer.

Other issues include:

• Machines only imitate social behavior, but users still project feelings, trust and empathy onto them.
• User data and emotional labor are exploited to train and “personalize” AI systems, raising ethical and environmental concerns about hidden human work and massive data-center energy use.
• Bias and stereotypes in AI systems mirror social inequalities, shaping how gender, class and race are represented in digital conversations.
• Users adapt to AI “companions” through what researchers call “re-domestication”—renegotiating relationships every time a chatbot’s personality or behavior changes.
• The line between authenticity and deception is becoming blurred as AI personalities are marketed as “friends,” “co-workers” or even “influencers.”

Dr. Natale said, “Artificial sociality is the new frontier of human–machine communication in our interactions with generative AI technologies.

“These systems don’t feel, but they are designed to make us feel, and that emotional projection has profound social, economic and ethical consequences. Artificial sociality technologies invite and encourage these projections.”

Behind these apparently effortless conversations, the researchers warn, lies a vast infrastructure of human and environmental cost.

AI models rely on huge datasets drawn from people’s online interactions and often from their conversations with the machines themselves.

This data is then used to “train” chatbots to sound more human—sometimes with users unknowingly performing unpaid emotional or linguistic labor.

At the same time, the servers powering generative AI consume enormous amounts of electricity and water.

The authors highlight a $500 billion investment by major tech firms in new data centers to meet AI demand, describing it as part of an “extractive” system that turns human communication into corporate assets.

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Coats Digital is pleased to announce that leading global apparel manufacturer, Embee International Industries, has implemented Coats Digital’s GSDCost solution across its operations to eliminate inaccurate costing, streamline production processes, and boost competitiveness in international markets. The move forms a key part of Embee International’s digital transformation strategy to drive greater efficiency, improve quality, and strengthen partnerships with its portfolio of top global brands.

Embee International, a leading Egyptian apparel manufacturer, has adopted Coats Digital’s GSDCost solution to standardise work methods, ensure accurate labour costing, and boost efficiency.
The move eliminates manual costing errors, enhances production visibility, and supports its digital transformation to strengthen global competitiveness.

Headquartered in Ismailia, Egypt, with additional facilities in Suez, Port Said, and Alexandria, Embee International employs more than 12,000 people.  The company operates 4,800 sewing machines across 134 sewing lines and produces approximately four million units per month. Its diverse product range includes outer jackets, trousers, chinos, denim pants, shorts, leggings, underwear, tees, polos, shirts, and soft-shell jackets.

As a trusted supplier to brands such as Decathlon, Fruit of the Loom, LC Waikiki, Walmart, Calvin Klein, Skechers, Lee Wrangler, New Yorkers, and Defacto, Embee International is committed to operational excellence, ethical manufacturing, and sustainable growth.

Prior to adopting GSDCost, Embee International relied on manual time studies using stopwatches and inconsistent measurement methods. This led to inaccurate Standard Minute Values (SMVs), incorrect costings, unrealistic production targets, lengthy negotiations with buyers, and inefficient line balancing. It also faced high production costs due to non-standardised work methods, inconsistent quality from variations in operator techniques, frequent bottlenecks and missed delivery deadlines caused by poor production visibility.

Sherwin Ricky Jonas, Head-Industrial Engineering & CI said: “GSDCost delivers a clear, data-driven view of our production processes, allowing us to measure performance accurately, standardise work methods, and optimise resource utilisation. By enhancing workforce efficiency while upholding quality and compliance standards, it fosters seamless interdepartmental coordination, streamlines operations, and drives continuous improvement through informed decision-making.”

With GSDCost, Embee International can now produce precise, data-backed labour costings that improve buyer negotiations and optimise operator methods to reduce SMVs and increase efficiency. The company is building a robust digital SMV library to accelerate new style costing and planning while improving production visibility and line balancing. This transformation is enabling Embee International to create a more agile, scalable operation capable of meeting the fast-paced demands of the global apparel market and supporting long-term growth.

Diaa Hasham, Digital Manager, Sales, Coats Digital, added: “Embee International is a leading force in global apparel manufacturing, and we are thrilled that such a prestigious company has chosen Coats Digital’s GSDCost solution to drive its digital transformation. By optimising production processes through proven, scientific methods, Embee International is strengthening the resilience and efficiency of its operations. In a market where brands demand closer collaboration with fully digitised supply chain partners, GSDCost provides a common language for manufacturers and brands alike, helping to meet cost, quality, and delivery targets while promoting sustainable and ethical practices. We look forward to supporting Embee International throughout its digital transformation journey, so it continues to benefit from improved efficiencies, enhanced profitability, and a stronger position in the global apparel industry.”

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (HU)