How PARASOCIAL Relationships are Reshaping Business

"Parasocial" is Cambridge Dictionary's 2025 word of the year, updated to include AI relationships. Originally coined by Donald Horton and Richard Wohl to describe one-sided bonds with media figures, it's now central to digital society.

Research in 2024-2025 finds AI-powered parasocial bonds reduce loneliness, especially for people with limited social access. These connections are stable and consistent, unlike human relationships, and function as emotional anchors. For teenagers and neurodivergent people, AI chatbots offer a low-risk space to practice social interaction and build confidence.

Mentorship is another emerging benefit. Fitness, finance, and productivity influencers (e.g., Mel Robbins) utilize parasocial dynamics to motivate positive change. When creators share struggles, they foster a "parasocial permission structure" that helps others seek real support. AI "digital minds" such as Matthew Hussey's dating bot, Jay Abraham's business advisor, and Lewis Howes' searchable podcast agent, allow users to access expert advice tailored to their needs. These agents are built on real people's thoughts and voices, scaling trust and expertise beyond traditional limits.

The core message: AI isn't replacing connection, but scaling it. The distance between follower and friend is vanishing, with AI-enabled presence guiding people from passive engagement to meaningful action and community.

If you’re ready to keep exploring what’s next with AI — not just watching it happen but actually building with it — come hang out in CTRL + ALT + BUILD. It’s where entrepreneurs, creatives, and curious minds are experimenting with real workflows, sharing what’s working, and learning together in real time. You’ll get early access to my experiments, prompts, and behind-the-scenes breakdowns before they hit the feed. Join fellow builders here: https://jimcarter.me/ctrl-alt-build-ai-community/