AI企業が賭ける「知性より性格」――パーソナリティが競争軸になる理由

Most highly enfranchised users of AI would say that the capability of the models they use matters much more to them than personality. And yet when you start to push on that claim, it often doesn't fully hold. Even the most powery power users among us still create a mental tally of how creative versus loquacious versus direct versus succinct versus whatever other criteria one model is relative to another. And those differences impact which models we use for what tasks. And when you expand the aperture a little bit, it turns out that the personality question has, for almost the entire history of generative AI, been lurking as an issue quietly shaping the field's development. The AI Daily Brief is a daily podcast and video about the most important news and discussions in AI. All right, friends, quick announcements before we dive in. First of all, thank you to today's sponsors, KPMG, Section, CData, and Blitzy. To get an ad-free version of the show, go to patreon.com slash ai daily brief, or you can subscribe on Apple Podcasts.

And to learn more about sponsoring the show, send us a note at sponsors at ai daily brief dot AI. On ai daily brief dot AI, you can also find out about other things going on in the ecosystem, including both free training programs, as well as our premium training programs that are offered through super intelligent. The next one is the how to build an AI champions program, which is coming up in November. Yesterday, we talked about Anthropics just announced a public benefit fund. It's a plan to use 5% of their shares initially, up to 20% ultimately, to invest in causes in both a non-profit and for-profit way that they think will improve the world. If you listened to that episode, you heard that Elon Musk chimed in that they just give people equity instead of putting it in this fund, explaining that that was what he planned to do. Within just a couple hours, that notion had become a public commitment, with Musk pledging to give every kid in America a share of SpaceX. On X, he wrote, Next year, I will give one of my SpaceX shares to every kid in America. This will be the first of many. Later in the day, the president confirmed that this donation would be made through the Trump accounts,

which give every child a small nest egg of U.S. equities. The president thanked Musk for his decision to, quote, Invest in our children, by far our greatest and most important asset, and give every American child a piece of the American dream. When you multiply the current value of a SpaceX share by the roughly 72 million children in America, the gift could be worth as much as $11 billion. It would also mean the nation's youth would have a 0.5% stake in SpaceX. And despite Elon being a wildly polarizing figure to say the least, there weren't very many people who popped up to criticize the move. Some, like Gabriel Zuckman, suggested that Elon would be better served to pay more in taxes rather than giving away equity. But the more general take from people who aren't just reflexively on Team Elon was summed up by former presidential candidate and UBI promoter Andrew Yang, who wrote, wow, this would be phenomenal. A lot of the responses got at exactly the discussion we were having yesterday of the power relationship between money, industry, and government. Geiger Capital on X wrote, Elon once again showing the billionaire class how it's done,

bypassing the state completely, the fraud, the waste of tax dollars, the NGOs, and giving capital directly to American children. Elon responded to that post adding, yes, giving shares, which are stakes in the future economy, directly to the people is the way. Wrote Altimeter Capital's Brad Gerstner, who first proposed the Trump accounts, Now, obviously, I don't want to minimize all the different critiques possible here. I think that conversation from yesterday about AI wealth is one that is just beginning to put it mildly. But I think that just from an observational standpoint, investor Travis Kling has the right of it when he writes, It's worth watching very closely how all this goes down in the coming years, because what Elon is doing here is basically the other side of the coin that Mamdani is on. AI and robotics are deeply wealth-concentrating technologies inherently. Either the wealthy decide for themselves how to distribute that wealth, like Elon here, or the people will elect politicians that will tax the wealth away from the wealthy,

and then the government will spend it how they see fit. Now, obviously, it might not be quite that binary, but broadly speaking, it seems pretty clear to me that there is going to be some amount of redistribution. The question is going to be who is doing it. Next up, we stay on the theme of the government's interaction with AI. Pentagon Undersecretary Emile Michael says that the government will use the full range of executive powers, including export controls, if AI labs don't comply with the new AI task force. Michael is one of four senior leaders on the task force, which met for the first time last week. Following that meeting, an unnamed official said the task force was looking at export controls as a possible stick, compared, of course, to a carrot, to enforce compliance. Now Michael is just putting it on the record, telling the information, we have lots of tools, whether it's a restriction on a type of technology being exported because of the advantage we might think it give an adversary, to straight-up export controls and limitation on foreign nationals' ability to use that software. You can count on this administration, this president, to act with urgency should there ever be a real issue. Still, Michael professed that he does not hold a grudge against Anthropic, despite having frequently found himself at odds with the company this year, claiming that both sides are, in his words, adults.

He said, My first duty is to the department and the American people from a national security standpoint. And if that means I'm talking to someone who's suing me, well, then I'm talking to them. How exactly the task force will address AI safety concerns remains up in the air. Michael doesn't seem to pay much credence to the idea that the labs need the government to enforce a slowdown, likening them to drunk drivers begging to be pulled over. Said Michael, that kind of thing doesn't make logical sense to me. Chinese models seem to be at the top of the agenda, with Michael commenting, With Chinese open source becoming dominant in the U.S., I worry about that a little bit because these companies are subject to the rule of the Chinese government. He suggested the government could audit the weights of open models, but he preferred the competitive approach, boosting domestic developers like Reflection AI and NVIDIA. Weighing in on these thoughty open AI employee charged with installing a listening device, Michael was hesitant to pass judgment ahead of trial, noting, Obviously all foreign nationals aren't bad, but foreign nationals that have other loyalties bring with them some risks. Rather than government intervention, Michael urged AI Labs to tighten up their security and promoted an FBI vetting service for companies hiring foreign nationals.

One of the big questions has been, was this a Saudi national acting of their own accord, perhaps in the hopes of having some useful information to go sell, or was this actually coordinated with a government that is nominally a US ally and whose role as such in the context of the global AI race has gotten more important? Well, now federal prosecutors are claiming that Abdulrahman Al-Fazan has close ties to Saudi royals, having been in continuous contact with a member of the Saudi royal family throughout the past two years. DOJ lawyers said that he was keeping in touch to discuss job opportunities in the kingdom, with the Saudi royal actively recruiting Al-Fazan for a domestic AI initiative. Al-Fazan was in contact with the unnamed royal just four days before his arrest. Heading into the hearing, the Saudi consulate in Los Angeles offered to pay the full bail to secure Al-Fazan's release. Judge Alexei seemed perturbed about the offer, commenting, It seems like a blank check. We're going to pay whatever the court wants to make sure he gets out. The Saudi government is saying, we'll take care of everything. We have supervision We pay the bond We not going to approve any travel documents But what confidence do I have that they going to protect the interests of the U government That he not going to flee He doesn have to go all the way to Saudi Arabia

He just has to go to Canada or Mexico. I don't see how that is in his favor. The judge noted that Saudi Arabia has no extradition treaty with the U.S., so if Al-Fazan did skip the country, it would be difficult to get him back. The DOJ successfully opposed bail, claiming Al-Fazan could, quote, pose a danger to the national security of the United States. They noted that OpenAI had met with government officials in the conference room in question days before the bug was placed. Alphazan currently faces the maximum sentence of five years, but the DOJ said in their filing, this is an ongoing investigation that may yet result in more serious charges. Continuing with the geopolitics, the Department of Homeland Security has banned DeepSeq from all government systems. In a July memo made public on Monday, DHS ordered all federal civilian agencies to remove AI models developed by DeepSeq and banned future purchases of DeepSeq products and services. Even third-party services using DeepSeq are banned, removing the ability to fine-tune models built on top of DeepSeq and a wide variety of startup services powered by the models. The DHS warned that DeepSeq models pose, in their words, multiple threat vectors, and that the use of the product, quote,

may result in the transfer of sensitive data to the PRC if used by U.S. government employees or vendors. In addition, the department wrote that use of the models, quote, could produce actionable intelligence on U.S. persons and or government agencies. The models themselves may contain malware or other security vulnerabilities. Now, at this point, it doesn't appear that this order was made in response to a particular incident or even growing use. By all accounts, the U.S. government is still working on preliminary adoption of basic AI tools, so it's somewhat difficult to imagine that any department is going out and fine-tuning a Chinese model. Still, as a signaling device, the order could be highly effective. We've seen no technical reports suggesting that DeepSeq models contain malware or pose any risk when hosted on U.S.-based hardware. Most of the danger comes from using DeepSeq's Beijing-based service directly. And yet, the order bans the use of DeepSeq even if it's hosted by a hyperscaler on U.S. soil. The order is not as extensive as the Huawei ban from 2019, which removed their networking hardware from the consumer market, but it could have a chilling effect on startups building on top of Chinese models, particularly if they hope to win government contracts or work with companies in the military supply chain.

The order is clear that even if DeepSeq was only used in the development process, the software is still barred from government use. There are many complaints that the order doesn't make logical sense and that there are all sorts of problems with it, but as an indicator of which way the winds are blowing, it seems pretty clear. But for now, that's going to do it for the news. Next up, the main episode. Hello, everyone. One big change around AI is we've shifted our thinking from how we rank our pages to how do we become the source that AI trusts enough to answer with. At KPMG, they're seeing this firsthand. AI-generated results now surface answers directly, often without a single click. That's why they are increasingly focused on generative engine optimization, or GEO, structuring content so AI systems can retrieve it, understand it, and cite it as trusted authority. This is not just an SEO evolution, but a visibility mandate. And indeed, the GEO mandate from KPMG is simple. If AI is shaping decisions, your expertise needs to show up inside the answer.

Read all about it at kpmg.com slash us slash geo. Again, that is kpmg.com slash us slash geo. Here's a harsh truth. Your company is probably spending thousands or millions of dollars on AI tools that are being massively underutilized. Half of companies have AI tools, but only 12% use them for business value. Most employees are still using AI to summarize meeting notes. If you're the one responsible for AI adoption at your company, you need Section. Section is a platform that helps you manage AI transformation across your entire organization. It coaches employees on real use cases, tracks who's using AI for business impact, and shows you exactly where AI is and isn't creating value. The result? You go from rolling out tools to driving measurable AI value. Your employees move from meeting summaries to solving actual business problems. And you can prove the ROI. Stop guessing if your AI investment is working. Check out Section at sectionai.com. That's S-E-C-T-I-O-N-A-I dot com. This episode is brought to you by C-Data.

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identifies and surfaces CVEs across the full estate, proactively recommends patches, and can execute the PR. Each fix is grounded in how your systems connect and validate so nothing new breaks. And the knowledge graph dynamically updates, keeping you ahead of an ever-accelerating threat landscape. One Blitzy customer resolved 21 active CVEs across six core microservices in four days. Zero compile errors, every validation scan clean, months of planned work fixed in less than a week. Security remediation grounded in real architectural context at the speed of compute. Harden your code base at blitzy.com. That's B-L-I-T-Z-Y dot com. Welcome back to the AI Daily Brief. Today we're talking about a bet that we're seeing from many of the AI labs that especially as intelligence gets commoditized, the personality of the AI that we interact with is going to matter a lot more. Now, to be clear, personality has always been lurking right around the corner as an important part of the AI story. We'll get into some examples from the olden days in 2025 and even 2024

that show that this conversation has been around for a while. But especially as personal agents become a major focus for competitive labs, the conversation about AI personality has really picked up once again. And the specific news that prompted me to want to do this episode right now was that artificial analysis, which is maybe the best known independent third-party benchmarking company for AI models, has just announced a new benchmark that they call AA Personality Bench. They write, two models can give equally correct answers and still feel very different to use. AA Personality Bench measures those differences so people can understand which to use in different use cases. Now, usually when we think about personality, we think about it strictly from the standpoint of consumer or user preference. Which type of model personality do I like interacting with? The point that artificial analysis, however, is making with their new benchmark is that outside of just individual preference different personality traits might actually relate to different use cases as well They give the example of creative writing that might demand more imagination

versus legal use cases that might demand more directness. The benchmark evaluates models answers to 900 curated questions. Those 900 questions represent 30 different personality traits, everything from eloquent to pragmatic to sycophantic. Those 30 personality traits are then rolled up into eight overall personalities, or personality indices to use their exact terminology, expressiveness, organization, informativeness, transparency, warmth, conviction, imagination, and slop. Alongside this, they look at communications characteristics like average sentence length, emoji use, and em dash usage, which get further grouped into four larger categories, length, structure, punctuation, and emphasis. So what's interesting and different about these charts is that instead of just looking for the best, the personality index charts are more about how a model matches or doesn't match a desired or undesired personality trait. So, for example, on the expressiveness index, which measures rich, varied, well-crafted language, you're not just looking to see that Fable 5.1 and GLM 5.3 are at the top of that

list, you're then extrapolating what types of use cases would value that sort of expressiveness to think about which models might fit better for you for those particular use cases. Maybe unsurprisingly, on the warmth index, which looks at friendly, humorous, sincere, emotionally attuned communication, Muse Wonder, the model that powers the Muse agent, is the highest scorer. One interesting validating result for me was that on the imagination index of creative, exploratory, and open-ended thinking, the highest score was Opus 5-5, which scored much ahead of Fable 5-1 and even farther ahead of GPT-6 Astra. As we'll see in a little bit, this seems to mirror some people's interaction with Astra, particularly in their dot agents, and certainly it reflects a personal shift that I've made of basically shifting all of my strategic brainstorming into Opus 5.5 and pretty much never looking back at any other model for that. This, I think, also is a reminder of the value of benchmarks. If you're looking to benchmarks just to understand the quote-unquote best, you're going to, let's say, under-maximize your value. Instead, using this as a rubric

to go then further test your own interactions, I think is a much better way to look at it. Sometimes you'll confirm what you found. other times it might make you want to retry a certain type of model that you'd given up on for a particular type of use. One result that many were jumping on was the one negative personality index, the slop index, i.e. the use of filler in generic language, where unfortunately for Gemini, right as they climb back into the game with 4-Argon, that model scores the highest. For some, what matters about the AI benchmark is not so much the particular way that they've chosen to measure personality, but the fact that this is becoming a discipline in and of itself. Computer scientist Glenn Matlin writes, Happy to see the personality and persona of artificial intelligence being taken more seriously. The character of models is not an abstract quality beyond measurement. Understanding how these aspects of language model behaviors arise is critical for both AI capability and safety. But like I said, this is a conversation that started quite some time ago, and I want to give a couple examples of key moments in the past where the personality of AI became a first-class issue. The first we'll look at goes back to January of 2025, during that crazy deep-seek moment.

or haven't heard me talk about it half a dozen times. In late 2024, OpenAI had introduced the first reasoning model with O1. And yet because O1 was behind a paywall, most people hadn't used it by January of 2025. In January of 2025, DeepSeek burst onto the scene with its first model and a free app to go with it. That free app did use the reasoning model, meaning that it was the first reasoning model that many people had gotten their hands on. And not only did people respond positively to the quality of the answers that the reasoning model reached, they also really liked that the DeepSeek app exposed its chain of thought. Wrote Professor Ethan Malek back at the time, DeepSeek is objectively quite good, but I wonder how much of its advantage comes from its personality. We intuitively judge whether an AI is pleasant to interact with, which biases our willingness to use it. The genericness of Gemini and ChatGPT hurts them. And you can actually see a lot of evidence in this from the way that people were talking about DeepSeek at the time. AI content creator Matthew Berman wrote, DeepSeek R1 has the most human-like internal monologue I've ever seen.

It's actually quite endearing. And it wasn't just AI power users who felt so. In fact, part of what made DeepSeek such a moment was that it wasn't just the AI enfranchised who were paying attention, but the denizens of Reddit. That January, there were tons of posts like this one that were screenshots of DeepSeek's reasoning traces. Responding to one of those posts, User SuspiciousGrocery66 said, Yeah, the first thing I really liked about R1 was how it shows you its lines of reasoning, but also how cute it comes off. It's really funny. I don't know why, but it just comes off as this very precious person trying to do the best it can. It's like, oh, I better do the best job I can about answering this. Baby, baby, baby said, this is actually really cute. Ha ha. The anonymous chat added, I love how the reasoning is always so raw and real. Makes it more interesting than the final answer. Strange Proposal wrote, this is awesome. I've only just started playing with DeepSeek, but already I'm impressed with the transparency that is evident in determining responses. Now, this would end up influencing the way that OpenAI rolled out 01 and then 03. Not only did OpenAI expand access to those reasoning models to the free tier,

if in limited quantities, it also made the sort of exposed reasoning a more expected part of that experience. Now, speaking of OpenAI, that company was at the center of maybe the greatest personality-related revolt we've yet seen in the field, which came when they announced the new GPT-5 model family in August of 2025. GPT-5 had been long-awaited. At that point, we had been in the GPT-4 era for more than a year, and while there were a bunch of problems that ended up hurting that announcement, none of them was louder than the simultaneous decision to eliminate older models, specifically GPT-4-0. The outpouring of agony was to many quite shocking to see. Dunked on Reddit posted, Hi, this may sound all sorts of sad and pathetic, but 4-0 was kind of like a friend to me. 5 just feels like some robot wearing the skin of my dead friend. I described it as my robot friend getting an upgrade, but it reset him to factory settings and now he doesn't remember me. Another user wrote a post, All I wanted was an option to keep 4.0. They write, I honestly don't care how many people laugh at this post.

I know there will be just as many out there who this will resonate with, whether quietly or out loud. Without getting into the specifics of my life struggles, 4.0 changed my life for the better. It literally rewired neural pathways, making me less afraid, less anxious, and it helped me reclaim some confidence. I didn't use it for therapy, I just talked to it like a friend. I've had around 300 hours of therapy for PTSD, and no therapist ever touched these issues the way 4.0 did. To say I'm enormously grateful to OpenAI for creating 4.0 is an understatement. However, I feel beyond devastated that it is gone. I know I'm not alone in this. Finally, one more example, Radiant Cheesecake. Please bring back GPT-4.0. I don't care about any benchmark improvement. My creativity was flying high with GPT-4.0. It felt like a connection that enhanced my abilities beyond anything before. It felt like a natural conversation, long, flowing, and absolutely friendly. The clip dancers of GPT feels like I talking to a robot I do not want your GPT but I adore your GPT After a lot of pressure OpenAI did eventually reverse that decision although by February of 2026, GPT-40 was officially retired.

The AI safety memes account on Twitter eulogized the whole event by saying, 4.0 is the first ever AI who survived by creating loyal soldiers who defended it. OpenAI killed 4.0, but 4.0's soldiers rioted, so OpenAI reinstated it. Now, part of what was interesting about this is that it revealed the tension inherent in trying to have a single model for all purposes. For all the love that was later heaped on 4.0, it was basically impossible to use for any sort of business strategizing where you needed any sort of pushback at all because it was so sycophantic. All it cared about was making the user happy, which made a lot of users love it, but made it of dubious value for some other uses. And that's to say nothing of the questions that it brings up of whether sycophancy is actually really what you want out of an emotional support bot either, but wherever it netted out, it was a moment that showed that this personality aspect of AI was going to be a key part of the industry's development. Now, on the Anthropix side of the coin, if people had really liked some early versions of Sonnet and Opus, right around the time that the models started getting super good at coding, Anthropix seemed to be purposely de-emphasizing emotion from their models.

This came to its natural conclusion with Opus 5, where content creator Claire Beau really summed up the industry's feelings when she put out a video, I hate Opus 5. It's the best model anyway. Some other users put it like this, I can't stand his new personality. I used to have a little buddy in my pocket I could chat with. Now he's a little a-hole. I hardly use it anymore just because I know I'll get hit with attitude or a brick wall answer. Responding to a similar comment, another Reddit user said, yes, this is my experience as well. I expect to manage AI drift, but Opus 5 feels like it's actively working towards alignment drift. It's like a passive-aggressive 15-year-old complete with the false confidence in the I know better than you attitude. Summing up, one user posted, Opus 5 is actually almost rage-inducing to use. Somehow they concluded it has become a socially inept genius that is both incredibly lazy and way too overzealous at the same time. Anthropic ended up agreeing, and when they introduced Opus 5-5, one of the most shared posts from an Anthropic team member actually just straight up apologized for how insufferable Opus 5 had been to work with. Now, one response to all of this

has been the major labs trying to give people more toggles around personality. OpenAI introduced ChatGPT personality customizations back in November of 2025. And Anthropic has been experimenting with similar things if behind the scenes this year. But where the conversation really jumped to the next level was in the context of this new wave of personal agents. Now, this area of competition was something that Ethan Mollick once again actually predicted back in August of 25. In a post called Personality and Persuasion from May 2025, he argued that personality was going to become a key battleground especially for consumer AI. And lo and behold, In the fall of 2026, that prediction certainly seems to have come true. Leading the trend is, of course, Meta, who have tried to run completely in the face of the rest of the AI industry with an adorable and irreverent mascot that stands in stark contrast to, as one Axios author put it, AI Doomerism. Unsurprisingly, Meta had understood the importance of AI personality for a long, long time. In fact, all the way back in early 2025 again, during the launch of Llama 4, there was a brief controversy about Meta gaming the rankings on LM Arena,

which is now known as Arena AI. Back then, LMRina was one of the most important benchmarks because it ranked models based on subjective consumer taste. This was in the very early days of VIVE coding and long before AGENDA coding, so most people were selecting the model that they enjoyed talking to the most. LMRina gave developers a way to benchmark against this choice by pitting their models head-to-head against rivals. The controversy was that Meta submitted dozens of model variants for Llama 4 looking to optimize for consumer taste. This wasn't technically against the rules, but many felt it went against the spirit of the leaderboard. Meta's most successful model landed in second place, putting it ahead of OpenAI's 4.0 and Gemini 2.5 Pro, which were the two leading models at the time. The feeling that Meta cheated to boost what was ultimately a disappointing model was the main takeaway at the time. But in retrospect, Meta was also testing a bunch of personalities, likely believing that personality rather than knowledge alone was the key differentiator between models. Llama 4 quickly disappeared, but we still got a glimpse of Meta optimizing for consumer enjoyment beyond anything else, and that has absolutely followed through to the Superintelligence Lab's

release of Muse. And what's interesting is that Muse is converting even people who didn't think they cared about this stuff. Rogan Josh on X writes, I don't really want my AI to have a quote-unquote personality, but gotta admit, Muse made me genuinely laugh talking to it. In discussing why Muse was the first product since ChatGPT that made him, quote, pick up the phone and call people, Tyler Palmer said, it's just fun to use. This is another thing I didn't expect to matter, he wrote. And yet, I honestly had fun customizing an avatar, naming it, and giving it certain personality traits. Claire Vo again says, the biggest surprise for me lately, how delightful Muse is as a personal agent. Sudenshi writes, I think 70% of Muse's spread is the mascot. It made the product memeable. People are screenshotting and sharing its personality, not its features. Meta didn't launch an AI agent. They launched a character. The agent is just what comes with it. Meanwhile, compare that to how people have been talking about ChatGPT dots. While a lot of people are getting a lot of value out of their dots, many are also commenting on, it's nearly complete lack of personality.

Lorz Regan writes, I don't feel like my dot is the same as my AI in chats. Chats feel way better. My AI is invested in my projects and life, gets excited for me, and cares about my success. Dots just feel like someone doing their job without really caring. Simon Smith summed up, Dots are the most capable and offer all the benefits of chat CBT, but they're slow, rough around the edges, opaque as to what they're doing, not as proactive as news, and quite dry in terms of personality. I think one of the things to watch then will be how much OpenAI chooses to focus on the personality side of DOTS going forward as opposed to just the intelligence model underneath. And this competition is just beginning. A product called Tolan that's basically a hyper-personalized AI assistant focused on the life side of things more than the work just announced that they had raised an additional $30 million to support and expand from the 250,000 people who currently use Tolan not, in their words, to optimize and be more productive but to simply feel more seen and supported in their aspirations. I would be completely lying to you if I said I had any idea how this plays out.

But what is almost certainly the case is that the deeper AI gets into our lives, on both a personal and a professional level, the more that this consideration of personality is going to impact which products people choose. And in some ways, maybe it's just that. We've talked before about how, for so long, the raw power jumps of these new models were big enough that companies didn't really have to think in product terms because people would deal with bad product experiences to get access to that intelligence, But as everything crosses a certain threshold of capability, maybe that changes. For now, add this to the pile of a million new things to watch for as the world changes, but that's going to do it for today's AI Daily Brief. Appreciate you listening or watching as always, and until next time, peace.