Is Human Loneliness the new unapologetic market?
It is remarkable to see how we are approaching an era where humans are starting to be replaceable for their emotional capacity. Recently, there has been a surge in the promotion of artificial companions, often described as even more capable than humans themselves. These campaigns challenge the very essence of human connection and emotion. AI is trained to recognise, interpret, and generate human-like responses, which enhances its appeal and fuels excitement about its potential. However, this also raises concerns about ethical implications, dependency, and how AI-mediated interactions might impact genuine human connection
Human Loneliness, An Ancient Market
Throughout history, marketers tapped on the periphery of human loneliness to sell products, often without consumers realising it. Think about the early days when social media first started to take over. When social networking sites like Six Degrees, Myspace, Friendster, Facebook, and Instagram began expanding connectivity, they targeted the fundamental human need for connection.
Over time, this pushed more people to live in their private bubbles and echo chambers. Subtly yet inevitably, this promoted hyper-individualism. Research by the U.S. health insurer Cigna (2020) found that feelings of isolation were widespread across age groups, but were highest among young adults aged 18 to 22, and lowest among adults aged 55 to 73. This is a pattern researchers partly linked to higher social media use among younger people. The study also noted that loneliness was more common among heavy social media users than among those who used it less. Society slowly leaned more into isolation whilst ironically living in a world that is more connected than ever.
Expansion post-pandemic
When the world was taken over by COVID-19, there was a significant rise in the number of digital users. According to research, the lockdown resulted in most people taking to the internet and internet-based services to continue with responsibilities from home. Internet services have seen a rise in usage from 40 % to 100 %. The lockdowns also shut down public places like coffee shops and pubs, where people found a sense of community. With social life becoming entirely privatised and confined to homes, a massive gap was created: a plausible market for AI. Adding to this, the collective trauma of the pandemic caused a spike in emotional distress and vulnerability.
Is it possible that the AI companionship market seized this chance to offer comfort through chatbots? It is worth pondering whether loneliness, although not the core problem AI set out to solve, serves as an emotional driver that the business model exploits. These platforms provide interactions that replace deep, meaningful connections. This creates the feeling of being “connected” while simultaneously becoming more isolated and disconnected.
Is the AI Companionship market leveraging this?
A report by WHO titled ‘From Loneliness to Social Connection: Charting a Path to Healthier Societies’ revealed that loneliness affects 1 in 6 people worldwide and contributes to over 871,000 deaths each year, or roughly 100 every hour. In a world where humans aren’t always capable of being empathic and non-judgmental, people seek out alternatives such as AI companions to receive that kind of safe emotional space. Although harmful, people started to go as far as treating chatbots as actual friends, partners, or even therapists, due to their extensive anthropomorphic traits. AI is designed to make users feel heard and validated, a feature research shows can effectively reduce feelings of loneliness. It simulates meaningful one-on-one interaction, often missing in real life. The core appeal is safety. Unlike human interaction, AI almost presents no risk of rejection, judgment, or disappointment. This makes it an appealing choice for a hyper-vulnerable user base that retreats from the unpredictability of real human relationships.
Recent AI Campaigns
Recent AI marketing campaigns use human loneliness as a core emotional trigger to engage and expand their user base. Friend AI’s 2025 campaign in New York City’s subway stations plastered slogans like “I’ll binge the entire series with you,” directly addressing everyday feelings of isolation and suggesting AI as a superior companion. This campaign sparked widespread attention and controversy. In an interview with Fortune, CEO of Friend, Avi Schiffmann, treated the public outrage as a form of engagement. This strategy raises urgent ethical questions about how far brands will go to monetise loneliness by pitting technology against the very essence of human connection. Similarly, Meta introduced AI chatbots under initiatives like “Project Omni” that engage users, mimicking human interaction. These campaigns reflect a broader trend where loneliness is not only recognised as a profound social issue but could also be treated as an accessible market opportunity. This might further fuel AI product development and marketing strategies. While these efforts promise momentary relief and companionship, it is worth questioning the ethical and psychological notions about substituting human connection with technology.
The Potential of AI Companionship When Combined with AR/VR
AI combined with AR and VR is changing how people experience companionship and emotional support. Studies show that immersive, AI-driven companions can help people feel more connected and emotionally supported. A 2025 Journal of Medical Internet Research study found that AI in extended reality (XR) can reduce stress and loneliness by creating lifelike, empathetic interactions.
For example, users in VR environments can talk to emotionally responsive AI companions that adapt to their moods and behaviour, making conversations feel more natural. According to a report for the Forbes Business Council (2025), these systems are also being used in mental health care to make therapy more accessible and personalised. However, researchers also warn that as these technologies become more realistic, people might rely on them too much, leading to possible digital dependency and shifts in how relationships work. In short, AI with AR/VR offers new ways to reduce loneliness and support mental well-being, but it also challenges us to rethink what authentic connection means in an advancing digital world.
All of this makes one marvel how brands tap into the most fundamental human experiences. Who could have imagined that human loneliness, a deeply vulnerable emotion, would one day be used for profit? AI companionship aims to offer comfort, relief, and validation, but the question remains: how lasting is this sense of connection? Is paying for technology that simulates human intelligence truly worth it? Has it proven to be more effective or reliable than engaging with another person? Or is this just another cycle where consumers buy products that ultimately fail to satisfy long-term needs? Are humans, perhaps unknowingly, being manipulated like puppets while emotional needs are commodified?
AI marketing might become increasingly personal, using consumer behaviour to shape what comes next. As companies continue to notice and respond to human feelings of loneliness and longing for connection, it’s worth asking if human loneliness is quietly becoming a market on its own—one that is open and unapologetic.
