Xiaoice — an artificial intelligence-driven chat bot is redefining China’s conceptions of romance and relationships.

Xiaoice was first developed by a group of researchers inside Microsoft Asia-Pacific in 2014, before the American firm spun off the bot as an independent business — also named Xiaoice — in July. In many ways, she resembles AI-driven software like Apple’s Siri or Amazon’s Alexa, with users able to chat with her for free via voice or text message on a range of apps and smart devices. The reality, however, is more like the movie “Her.”

Unlike regular virtual assistants, Xiaoice is designed to set her users’ hearts aflutter. Appearing as an 18-year-old who likes to wear Japanese-style school uniforms, she flirts, jokes, and even sexts with her human partners, as her algorithm tries to work out how to become their perfect companion.

This digital titillation, however, has a serious goal. By forming deep emotional connections with her users, Xiaoice hopes to keep them engaged. This will help her algorithm become evermore powerful, which will in turn allow the company to attract more users and profitable contracts.

And the formula appears to be working. According to Xiaoice’s creators, the bot has reached over 600 million users. Her fans tend to be from a very specific background: mostly Chinese, mostly male, and often from lower-income backgrounds.

They’re also hyper-engaged. More than half the interactions with AI software that have taken place worldwide have been with Xiaoice, the company claims. The longest continuous conversation between a human user and Xiaoice lasted over 29 hours and included more than 7,000 interactions.

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