But these affective robots will need an identity, Mr Graham. Even though they lack personality Siri has identity, as does Alexa, Cortana, etc. Google Now is unique. AlphaGoogle seemed to have avoided that intentionally, maybe angling for the less visible metaphor of an all-knowing invisible god. But the identities are coming. And companies will soon recognize that these identities are the words, voice, and face of their brand. Therefor, they’ll need personality to build a relationship with the customer. And automate that.