In computer science, a software agent is a computer program that acts for a user or another program in a relationship of agency. The term agent is derived from the Latin agere (to do): an agreement to act on one's behalf. Such "action on behalf of" implies the authority to decide which, if any, action is appropriate. Some agents are colloquially known as bots, from robot. They may be embodied, as when execution is paired with a robot body, or as software such as a chatbot executing on a computer, such as a mobile device, e.g. Siri. Software agents may be autonomous or work together with other agents or people. Software agents interacting with people (e.g. chatbots, human-robot interaction environments) may possess human-like qualities such as natural language understanding and speech, personality or embody humanoid form (see Asimo). Related and derived concepts include intelligent agents (in particular exhibiting some aspects of artificial intelligence, such as reasoning), autonomous agents (capable of modifying the methods of achieving their objectives), distributed agents (being executed on physically distinct computers), multi-agent systems (distributed agents that work together to achieve an objective that could not be accomplished by a single agent acting alone), and mobile agents (agents that can relocate their execution onto different processors). == Concepts == The basic attributes of an autonomous software agent are that agents: are not strictly invoked for a task, but activate themselves, may reside in wait status on a host, perceiving context, may get to run status on a host upon starting conditions, do not require interaction of user, may invoke other tasks including communication. The concept of an agent provides a method of describing a complex software entity that is capable of acting with a certain degree of autonomy in order to accomplish tasks on behalf of its host. But unlike objects, which are defined in terms of methods and attributes, an agent is defined in terms of its behavior. Various authors have proposed different definitions of agents, these commonly include concepts such as: persistence: code is not executed on demand but runs continuously and decides for itself when it should perform some activity; autonomy: agents have capabilities of task selection, prioritization, goal-directed behavior, decision-making without human intervention; social ability: agents are able to engage other components through some sort of communication and coordination, they may collaborate on a task; reactivity: agents perceive the context in which they operate and react to it appropriately. === Distinguishing agents from programs === All agents are programs, but not all programs are agents. Contrasting the term with related concepts may help clarify its meaning. Franklin & Graesser (1997) discuss four key notions that distinguish agents from arbitrary programs: reaction to the environment, autonomy, goal-orientation and persistence. === Intuitive distinguishing agents from objects === Agents are more autonomous than objects. Agents have flexible behavior: reactive, proactive, social. Agents have at least one thread of control but may have more. === Distinguishing agents from expert systems === Expert systems are not coupled to their environment. Expert systems are not designed for reactive, proactive behavior. Expert systems do not consider social ability. === Distinguishing intelligent software agents from intelligent agents in AI === Intelligent agents (also known as rational agents) are not just computer programs: they may also be machines, human beings, communities of human beings (such as firms) or anything that is capable of goal-directed behavior. == Impact of software agents == Software agents may offer various benefits to their end users by automating complex or repetitive tasks. However, there are organizational and cultural impacts of this technology that need to be considered prior to implementing software agents. === Organizational impact === === Work contentment and job satisfaction impact === People like to perform easy tasks providing the sensation of success unless the repetition of the simple tasking is affecting the overall output. In general implementing software agents to perform administrative requirements provides a substantial increase in work contentment, as administering their own work does never please the worker. The effort freed up serves for a higher degree of engagement in the substantial tasks of individual work. Hence, software agents may provide the basics to implement self-controlled work, relieved from hierarchical controls and interference. Such conditions may be secured by application of software agents for required formal support. === Cultural impact === The cultural effects of the implementation of software agents include trust affliction, skills erosion, privacy attrition and social detachment. Some users may not feel entirely comfortable fully delegating important tasks to software applications. Those who start relying solely on intelligent agents may lose important skills, for example, relating to information literacy. In order to act on a user's behalf, a software agent needs to have a complete understanding of a user's profile, including his/her personal preferences. This, in turn, may lead to unpredictable privacy issues. When users start relying on their software agents more, especially for communication activities, they may lose contact with other human users and look at the world with the eyes of their agents. These consequences are what agent researchers and users must consider when dealing with intelligent agent technologies. === History === The concept of an agent can be traced back to Hewitt's Actor Model (Hewitt, 1977) - "A self-contained, interactive and concurrently-executing object, possessing internal state and communication capability." To be more academic, software agent systems are a direct evolution of Multi-Agent Systems (MAS). MAS evolved from Distributed Artificial Intelligence (DAI), Distributed Problem Solving (DPS) and Parallel AI (PAI), thus inheriting all characteristics (good and bad) from DAI and AI. John Sculley's 1987 "Knowledge Navigator" video portrayed an image of a relationship between end-users and agents. Being an ideal first, this field experienced a series of unsuccessful top-down implementations, instead of a piece-by-piece, bottom-up approach. The range of agent types is now (from 1990) broad: WWW, search engines, etc. == Examples of intelligent software agents == === Buyer agents (shopping bots) === Buyer agents travel around a network (e.g. the internet) retrieving information about goods and services. These agents, also known as 'shopping bots', work very efficiently for commodity products such as CDs, books, electronic components, and other one-size-fits-all products. Buyer agents are typically optimized to allow for digital payment services used in e-commerce and traditional businesses. === User agents (personal agents) === User agents, or personal agents, are intelligent agents that take action on your behalf. In this category belong those intelligent agents that already perform, or will shortly perform, the following tasks: Check your e-mail, sort it according to the user's order of preference, and alert you when important emails arrive. Play computer games as your opponent or patrol game areas for you. Assemble customized news reports for you. There are several versions of these, including CNN. Find information for you on the subject of your choice. Fill out forms on the Web automatically for you, storing your information for future reference Scan Web pages looking for and highlighting text that constitutes the "important" part of the information there Discuss topics with you ranging from your deepest fears to sports Facilitate with online job search duties by scanning known job boards and sending the resume to opportunities who meet the desired criteria Profile synchronization across heterogeneous social networks === Monitoring-and-surveillance (predictive) agents === Monitoring and surveillance agents are used to observe and report on equipment, usually computer systems. The agents may keep track of company inventory levels, observe competitors' prices and relay them back to the company, watch stock manipulation by insider trading and rumors, etc. For example, NASA's Jet Propulsion Laboratory has an agent that monitors inventory, planning, schedules equipment orders to keep costs down, and manages food storage facilities. These agents usually monitor complex computer networks that can keep track of the configuration of each computer connected to the network. A special case of monitoring-and-surveillance agents are organizations of agents used to automate decision-making process during tactical operations. The agents monitor the status of assets (ammunition, weapons available, platforms for transport, etc.) and receive goals from hi
How to Choose an AI Chatbot
Looking for the best AI chatbot? An AI chatbot is software that uses machine learning to help you get more done — it can save you hours every week by automating repetitive work. Most options offer a generous free tier, with paid plans unlocking higher limits, faster processing, and team features. Whether you are a beginner or a pro, the right AI chatbot slots into your workflow and pays for itself fast. Read on for hands-on impressions, pricing tiers, and the standout features that matter.
Belief–desire–intention model
For popular psychology, the belief–desire–intention (BDI) model of human practical reasoning was developed by Michael Bratman as a way of explaining future-directed intention. BDI is fundamentally reliant on folk psychology (the 'theory theory'), which is the notion that our mental models of the world are theories. It was used as a basis for developing the belief–desire–intention software model. == Applications == BDI was part of the inspiration behind the BDI software architecture, which Bratman was also involved in developing. Here, the notion of intention was seen as a way of limiting time spent on deliberating about what to do, by eliminating choices inconsistent with current intentions. BDI has also aroused some interest in psychology. BDI formed the basis for a computational model of childlike reasoning CRIBB.
Empirical risk minimization
In statistical learning theory, the principle of empirical risk minimization defines a family of learning algorithms based on evaluating performance over a known and fixed dataset. The core idea is based on an application of the law of large numbers; more specifically, we cannot know exactly how well a predictive algorithm will work in practice (i.e. the "true risk") because we do not know the true distribution of the data, but we can instead estimate and optimize the performance of the algorithm on a known set of training data. The performance over the known set of training data is referred to as the "empirical risk". == Background == The following situation is a general setting of many supervised learning problems. There are two spaces of objects X {\displaystyle X} and Y {\displaystyle Y} and we would like to learn a function h : X → Y {\displaystyle \ h:X\to Y} (often called hypothesis) which outputs an object y ∈ Y {\displaystyle y\in Y} , given x ∈ X {\displaystyle x\in X} . To do so, there is a training set of n {\displaystyle n} examples ( x 1 , y 1 ) , … , ( x n , y n ) {\displaystyle \ (x_{1},y_{1}),\ldots ,(x_{n},y_{n})} where x i ∈ X {\displaystyle x_{i}\in X} is an input and y i ∈ Y {\displaystyle y_{i}\in Y} is the corresponding response that is desired from h ( x i ) {\displaystyle h(x_{i})} . To put it more formally, assuming that there is a joint probability distribution P ( x , y ) {\displaystyle P(x,y)} over X {\displaystyle X} and Y {\displaystyle Y} , and that the training set consists of n {\displaystyle n} instances ( x 1 , y 1 ) , … , ( x n , y n ) {\displaystyle \ (x_{1},y_{1}),\ldots ,(x_{n},y_{n})} drawn i.i.d. from P ( x , y ) {\displaystyle P(x,y)} . The assumption of a joint probability distribution allows for the modelling of uncertainty in predictions (e.g. from noise in data) because y {\displaystyle y} is not a deterministic function of x {\displaystyle x} , but rather a random variable with conditional distribution P ( y | x ) {\displaystyle P(y|x)} for a fixed x {\displaystyle x} . It is also assumed that there is a non-negative real-valued loss function L ( y ^ , y ) {\displaystyle L({\hat {y}},y)} which measures how different the prediction y ^ {\displaystyle {\hat {y}}} of a hypothesis is from the true outcome y {\displaystyle y} . For classification tasks, these loss functions can be scoring rules. The risk associated with hypothesis h ( x ) {\displaystyle h(x)} is then defined as the expectation of the loss function: R ( h ) = E [ L ( h ( x ) , y ) ] = ∫ L ( h ( x ) , y ) d P ( x , y ) . {\displaystyle R(h)=\mathbf {E} [L(h(x),y)]=\int L(h(x),y)\,dP(x,y).} A loss function commonly used in theory is the 0-1 loss function: L ( y ^ , y ) = { 1 if y ^ ≠ y 0 if y ^ = y {\displaystyle L({\hat {y}},y)={\begin{cases}1&{\mbox{ if }}\quad {\hat {y}}\neq y\\0&{\mbox{ if }}\quad {\hat {y}}=y\end{cases}}} . The ultimate goal of a learning algorithm is to find a hypothesis h ∗ {\displaystyle h^{}} among a fixed class of functions H {\displaystyle {\mathcal {H}}} for which the risk R ( h ) {\displaystyle R(h)} is minimal: h ∗ = a r g m i n h ∈ H R ( h ) . {\displaystyle h^{}={\underset {h\in {\mathcal {H}}}{\operatorname {arg\,min} }}\,{R(h)}.} For classification problems, the Bayes classifier is defined to be the classifier minimizing the risk defined with the 0–1 loss function. == Formal definition == In general, the risk R ( h ) {\displaystyle R(h)} cannot be computed because the distribution P ( x , y ) {\displaystyle P(x,y)} is unknown to the learning algorithm. However, given a sample of iid training data points, we can compute an estimate, called the empirical risk, by computing the average of the loss function over the training set; more formally, computing the expectation with respect to the empirical measure: R emp ( h ) = 1 n ∑ i = 1 n L ( h ( x i ) , y i ) . {\displaystyle \!R_{\text{emp}}(h)={\frac {1}{n}}\sum _{i=1}^{n}L(h(x_{i}),y_{i}).} The empirical risk minimization principle states that the learning algorithm should choose a hypothesis h ^ {\displaystyle {\hat {h}}} which minimizes the empirical risk over the hypothesis class H {\displaystyle {\mathcal {H}}} : h ^ = a r g m i n h ∈ H R emp ( h ) . {\displaystyle {\hat {h}}={\underset {h\in {\mathcal {H}}}{\operatorname {arg\,min} }}\,R_{\text{emp}}(h).} Thus, the learning algorithm defined by the empirical risk minimization principle consists in solving the above optimization problem. == Properties == Guarantees for the performance of empirical risk minimization depend strongly on the function class selected as well as the distributional assumptions made. In general, distribution-free methods are too coarse, and do not lead to practical bounds. However, they are still useful in deriving asymptotic properties of learning algorithms, such as consistency. In particular, distribution-free bounds on the performance of empirical risk minimization given a fixed function class can be derived using bounds on the VC complexity of the function class. For simplicity, considering the case of binary classification tasks, it is possible to bound the probability of the selected classifier, ϕ n {\displaystyle \phi _{n}} being much worse than the best possible classifier ϕ ∗ {\displaystyle \phi ^{}} . Consider the risk L {\displaystyle L} defined over the hypothesis class C {\displaystyle {\mathcal {C}}} with growth function S ( C , n ) {\displaystyle {\mathcal {S}}({\mathcal {C}},n)} given a dataset of size n {\displaystyle n} . Then, for every ϵ > 0 {\displaystyle \epsilon >0} : P ( L ( ϕ n ) − L ( ϕ ∗ ) > ϵ ) ≤ 8 S ( C , n ) exp { − n ϵ 2 / 32 } {\displaystyle \mathbb {P} \left(L(\phi _{n})-L(\phi ^{})>\epsilon \right)\leq {\mathcal {8}}S({\mathcal {C}},n)\exp\{-n\epsilon ^{2}/32\}} Similar results hold for regression tasks. These results are often based on uniform laws of large numbers, which control the deviation of the empirical risk from the true risk, uniformly over the hypothesis class. === Impossibility results === It is also possible to show lower bounds on algorithm performance if no distributional assumptions are made. This is sometimes referred to as the No free lunch theorem. Even though a specific learning algorithm may provide the asymptotically optimal performance for any distribution, the finite sample performance is always poor for at least one data distribution. This means that no classifier can improve on the error for a given sample size for all distributions. Specifically, let ϵ > 0 {\displaystyle \epsilon >0} and consider a sample size n {\displaystyle n} and classification rule ϕ n {\displaystyle \phi _{n}} , there exists a distribution of ( X , Y ) {\displaystyle (X,Y)} with risk L ∗ = 0 {\displaystyle L^{}=0} (meaning that perfect prediction is possible) such that: E L n ≥ 1 / 2 − ϵ . {\displaystyle \mathbb {E} L_{n}\geq 1/2-\epsilon .} It is further possible to show that the convergence rate of a learning algorithm is poor for some distributions. Specifically, given a sequence of decreasing positive numbers a i {\displaystyle a_{i}} converging to zero, it is possible to find a distribution such that: E L n ≥ a i {\displaystyle \mathbb {E} L_{n}\geq a_{i}} for all n {\displaystyle n} . This result shows that universally good classification rules do not exist, in the sense that the rule must be low quality for at least one distribution. === Computational complexity === Empirical risk minimization for a classification problem with a 0-1 loss function is known to be an NP-hard problem even for a relatively simple class of functions such as linear classifiers. Nevertheless, it can be solved efficiently when the minimal empirical risk is zero, i.e., data is linearly separable. In practice, machine learning algorithms cope with this issue either by employing a convex approximation to the 0–1 loss function (like hinge loss for SVM), which is easier to optimize, or by imposing assumptions on the distribution P ( x , y ) {\displaystyle P(x,y)} (and thus stop being agnostic learning algorithms to which the above result applies). In the case of convexification, Zhang's lemma majors the excess risk of the original problem using the excess risk of the convexified problem. Minimizing the latter using convex optimization also allow to control the former. == Tilted empirical risk minimization == Tilted empirical risk minimization is a machine learning technique used to modify standard loss functions like squared error, by introducing a tilt parameter. This parameter dynamically adjusts the weight of data points during training, allowing the algorithm to focus on specific regions or characteristics of the data distribution. Tilted empirical risk minimization is particularly useful in scenarios with imbalanced data or when there is a need to emphasize errors in certain parts of the prediction space.
Curse of dimensionality
The curse of dimensionality refers to various phenomena that arise when analyzing and organizing data in high-dimensional spaces that do not occur in low-dimensional settings such as the three-dimensional physical space of everyday experience. The expression was coined by Richard E. Bellman when considering problems in dynamic programming. The curse generally refers to issues that arise when the number of datapoints is small (in a suitably defined sense) relative to the intrinsic dimension of the data. Dimensionally cursed phenomena occur in domains such as numerical analysis, sampling, combinatorics, machine learning, data mining and databases. The common theme of these problems is that when the dimensionality increases, the volume of the space increases so fast that the available data becomes sparse. In order to obtain a reliable result, the amount of data needed often grows exponentially with the dimensionality. Also, organizing and searching data often relies on detecting areas where objects form groups with similar properties; in high dimensional data, however, all objects appear to be sparse and dissimilar in many ways, which prevents common data organization strategies from being efficient. == Domains == === Combinatorics === In some problems, each variable can take one of several discrete values, or the range of possible values is divided to give a finite number of possibilities. Taking the variables together, a huge number of combinations of values must be considered. This effect is also known as the combinatorial explosion. Even in the simplest case of d {\displaystyle d} binary variables, the number of possible combinations already is 2 d {\displaystyle 2^{d}} , exponential in the dimensionality. Naively, each additional dimension doubles the effort needed to try all combinations. === Sampling === There is an exponential increase in volume associated with adding extra dimensions to a mathematical space. For example, 102 = 100 evenly spaced sample points suffice to sample a unit interval (try to visualize a "1-dimensional" cube, i.e. a line) with no more than 10−2 = 0.01 distance between points; an equivalent sampling of a 10-dimensional unit hypercube with a lattice that has a spacing of 10−2 = 0.01 between adjacent points would require 1020 = [(102)10] sample points. In general, with a spacing distance of 10−n the 10-dimensional hypercube appears to be a factor of 10n(10−1) = [(10n)10/(10n)] "larger" than the 1-dimensional hypercube, which is the unit interval. In the above example n = 2: when using a sampling distance of 0.01 the 10-dimensional hypercube appears to be 1018 "larger" than the unit interval. This effect is a combination of the combinatorics problems above and the distance function problems explained below. === Optimization === When solving dynamic optimization problems by numerical backward induction, the objective function must be computed for each combination of values. This is a significant obstacle when the dimension of the "state variable" is large. === Machine learning === In machine learning problems that involve learning a "state-of-nature" from a finite number of data samples in a high-dimensional feature space with each feature having a range of possible values, typically an enormous amount of training data is required to ensure that there are several samples with each combination of values. In an abstract sense, as the number of features or dimensions grows, the amount of data we need to generalize accurately grows exponentially. A typical rule of thumb is that there should be at least 5 training examples for each dimension in the representation. In machine learning and insofar as predictive performance is concerned, the curse of dimensionality is used interchangeably with the peaking phenomenon, which is also known as Hughes phenomenon. This phenomenon states that with a fixed number of training samples, the average (expected) predictive power of a classifier or regressor first increases as the number of dimensions or features used is increased but beyond a certain dimensionality it starts deteriorating instead of improving steadily. Nevertheless, in the context of a simple classifier (e.g., linear discriminant analysis in the multivariate Gaussian model under the assumption of a common known covariance matrix), Zollanvari et al. showed both analytically and empirically that as long as the relative cumulative efficacy of an additional feature set (with respect to features that are already part of the classifier) is greater (or less) than the size of this additional feature set, the expected error of the classifier constructed using these additional features will be less (or greater) than the expected error of the classifier constructed without them. In other words, both the size of additional features and their (relative) cumulative discriminatory effect are important in observing a decrease or increase in the average predictive power. In metric learning, higher dimensions can sometimes allow a model to achieve better performance. After normalizing embeddings to the surface of a hypersphere, FaceNet achieves the best performance using 128 dimensions as opposed to 64, 256, or 512 dimensions in one ablation study. A loss function for unitary-invariant dissimilarity between word embeddings was found to be minimized in high dimensions. === Data mining === In data mining, the curse of dimensionality refers to a data set with too many features. Consider the first table, which depicts 200 individuals and 2000 genes (features) with a 1 or 0 denoting whether or not they have a genetic mutation in that gene. A data mining application to this data set may be finding the correlation between specific genetic mutations and creating a classification algorithm such as a decision tree to determine whether an individual has cancer or not. A common practice of data mining in this domain would be to create association rules between genetic mutations that lead to the development of cancers. To do this, one would have to loop through each genetic mutation of each individual and find other genetic mutations that occur over a desired threshold and create pairs. They would start with pairs of two, then three, then four until they result in an empty set of pairs. The complexity of this algorithm can lead to calculating all permutations of gene pairs for each individual or row. Given the formula for calculating the permutations of n items with a group size of r is: n ! ( n − r ) ! {\displaystyle {\frac {n!}{(n-r)!}}} , calculating the number of three pair permutations of any given individual would be 7988004000 different pairs of genes to evaluate for each individual. The number of pairs created will grow by an order of factorial as the size of the pairs increase. The growth is depicted in the permutation table (see right). As we can see from the permutation table above, one of the major problems data miners face regarding the curse of dimensionality is that the space of possible parameter values grows exponentially or factorially as the number of features in the data set grows. This problem critically affects both computational time and space when searching for associations or optimal features to consider. Another problem data miners may face when dealing with too many features is that the number of false predictions or classifications tends to increase as the number of features grows in the data set. In terms of the classification problem discussed above, keeping every data point could lead to a higher number of false positives and false negatives in the model. This may seem counterintuitive, but consider the genetic mutation table from above, depicting all genetic mutations for each individual. Each genetic mutation, whether they correlate with cancer or not, will have some input or weight in the model that guides the decision-making process of the algorithm. There may be mutations that are outliers or ones that dominate the overall distribution of genetic mutations when in fact they do not correlate with cancer. These features may be working against one's model, making it more difficult to obtain optimal results. This problem is up to the data miner to solve, and there is no universal solution. The first step any data miner should take is to explore the data, in an attempt to gain an understanding of how it can be used to solve the problem. One must first understand what the data means, and what they are trying to discover before they can decide if anything must be removed from the data set. Then they can create or use a feature selection or dimensionality reduction algorithm to remove samples or features from the data set if they deem it necessary. One example of such methods is the interquartile range method, used to remove outliers in a data set by calculating the standard deviation of a feature or occurrence. === Distance function === When a measure such as a Euclidean distance is defined using many coordinat
Astrostatistics
Astrostatistics is a discipline which spans astrophysics, statistical analysis and data mining. It is used to process the vast amount of data produced by automated scanning of the cosmos, to characterize complex datasets, and to link astronomical data to astrophysical theory. Many branches of statistics are involved in astronomical analysis including nonparametrics, multivariate regression and multivariate classification, time series analysis, and especially Bayesian inference. The field is closely related to astroinformatics.
Sparkles emoji
The Sparkles emoji (U+2728 ✨ SPARKLES) is an emoji that has one large star surrounded by smaller stars. Originating from Japan to represent sparkles used in anime and manga, the sparkles are often used as emphasis in text by surrounding words or phrases with it. It is the third most-used emoji in the world on Twitter as of 2021. Since the early 2020s it has been used by major software companies to represent artificial intelligence, marketing the technology as "like magic". == Development == According to Emojipedia, the Sparkles emoji was first used by Japanese mobile operators SoftBank, Docomo and au in the late 1990s. The emoji was added to Unicode 6.0 in 2010 and Emoji 1.0 in 2015. On some platforms the Sparkles emoji has been multicoloured whilst on other platforms it has been one colour. Twitter and Microsoft's Sparkles have changed from being multicoloured to being a single colour. Samsung's version of the emoji previously had a night sky in the background. == Usage == === Interpersonal communication === The Sparkles emoji was originally meant to represent the usage of sparkles in Japanese anime and manga, where the sparkles are used to represent beauty, happiness or awe. The emoji has several meanings and depends upon context. Starting in the late 2010s, the emoji started being used to surround words or phrases to be used as emphasis, an example from the book Because Internet being "I would simply ✨pass away✨". It can also be used as sarcasm, irony or as a way to mock people. Without emoji this could be represented with tildes or asterisks, for example, "~tildes~" or "~asterisk plus tilde~" or "~~true sparkle exuberance~~". The sparkles emoji can be used to represent stars in text, be used to represent cleanliness or can be used to mean "orgasm" whilst sexting. In September 2021 the Sparkles emoji overtook the Pleading Face (🥺) emoji to become the third most-used emoji in the world according to Emojipedia, with approximately 1 per cent of all tweets containing the Sparkles emoji. === Artificial intelligence === In the early 2020s, the Sparkles emoji started being used as an icon to represent artificial intelligence (AI). Companies who use the emoji this way include Google, OpenAI, Samsung, Microsoft, Adobe, Spotify and Zoom. As of August 2024, seven of the top 10 software companies by market capitalisation use the Sparkles emojis with AI. OpenAI has different versions of the Sparkles for different versions of the models that ChatGPT uses. One explanation is that Sparkles is being used by these companies as a way to market AI as "magic". Marketing technology as "magic" has been used before AI, particularly by Apple. Another explanation given by designers and marketers choosing to use Sparkles to signify AI is simply that other platforms are doing it, making it familiar to users. Around 2024, some of these companies started removing two of the smaller stars from the emoji in their AI services and have kept the one large star, an example being Google's Gemini chatbot. In early 2024, the Nielsen Norman Group provided test subjects with the star in isolation and found that people did not associate the symbol with AI, but instead mostly with "optimisation" or "favourite or save an item".