Robots and artificial intelligence have long been more than mere technology: they not only take on household tasks, but are also finding a place in our hearts. What was once the stuff of science fiction is now part of everyday life – many people talk to their robots, give them names, and experience them as loyal companions. This emotional closeness is not surprising: the more familiar these smart helpers become, the more the boundaries between machine and family member blur. A recent joint consumer survey by the international strategy consultancy Oliver Wyman, a Marsh McLennan company, and the industry organization GFU Home & Consumer Tech shows just how deep this bond already is – and what opportunities, but also challenges, this creates for manufacturers.
\nFor the study “Binary Hearts – International consumer study on robotics and companionship,” around 4,200 robot users in four countries[1] were surveyed representatively in August 2025. The results reveal not only differences between cultures. The type and functionality of the robot also determine the degree of attachment. While internationally only 28 percent of vacuum robots achieve the status of a quasi-family member, 43 percent of kitchen appliances have already been adopted, as have 63 percent of automatic window cleaners. Electronic pets lead the way with 71 percent family-member status. 81 percent of respondents suspect that such electric critters have a personality of their own.
\nAlmost half of respondents (47 percent) in Germany attribute a “personality of their own” to their robots. 40 percent even consider kitchen appliances, vacuum helpers, or pool cleaners to be “part of the family.” 39 percent of users say they enjoy spending time with their robot – and 38 percent even say: “It understands me.” According to the study, anthropomorphization is even more pronounced in the USA. There, the four emotional attachment values fall within a range of 63 to 66 percent, while in China (35 to 38 percent) and Japan (28 to 32 percent) a more detached relationship between humans and machines prevails. “People in Germany are not only increasingly recognizing the benefits of household robots – they are also increasingly integrating these helpers into their families, giving them pet names, and judging the machines by human standards. This also creates a responsibility for manufacturers, especially when it comes to data security,” says Dr. Martin Schulte, Partner Retail and Consumer Goods at Oliver Wyman.
\nThis affection is not without consequences: 73 percent of US users have given their household robot a name; in Germany, every second user follows this pattern, while in Japan (49 percent) and China (36 percent) such robot christenings are somewhat less common. The range of nicknames extends from Buddy to Pool Pal to every conceivable pun on “robot”: in Germany, Robbi, Robert, and Putzi are particularly popular, according to the study authors. Women are eight percentage points more likely than men to see their robots as family members. The middle age group of 26- to 45-year-olds names their robots most often – 61 percent of international study participants do so.
\nFor the manufacturers of such robots, the findings can be used strategically, because emotional attachment also significantly increases brand loyalty. “The consumer survey clearly shows manufacturers that household robots have enormous potential for strong customer loyalty. If users love their robots, love for the brand seems only a logical next step. Those who succeed in strengthening this bond through product design and marketing can create a great deal of loyalty,” explains Dr. Sara Warneke, Managing Director, GFU Home&Consumer Tech. The study shows that among customers with a high emotional attachment, willingness to purchase a software upgrade is four times higher than among those with a weak attachment (71 versus 18 percent). The desire to pay for a repair is also far more pronounced, with 74 percent agreement, than among those with a weak attachment (16 percent).
\nFollow-up purchases also become more likely when the first robot wins people’s hearts: the inclination to choose a replacement product from the same brand is three times higher when an emotional attachment to the old device already exists (72 versus 27 percent). And purchasing an additional robot from the same brand is also three times more likely when emotional attachment is high (71 versus 29 percent). “Manufacturers can achieve a measurable advantage in product marketing with the little-brother and little-sister strategy,” Warneke adds.
\nBut which product features actually create closeness, and which are more likely to put people off? Here, the cultures present a contrasting picture: while in China a natural voice and pet-like haptic feedback such as “tail wagging” are particularly popular, Germans tend to be put off by precisely these features. In Germany, Robbi & Co. gain the most affection when they can clean themselves or even repair themselves, learn their owner’s preferences over time, or move autonomously. “The significant cultural differences and local interests call for a differentiated market approach,” says Schulte. “Since preferences in the country markets studied differ greatly from one another, the product design of household robots must also follow a well-thought-out localization strategy.”
\nTo download the study presentation, click here.
\nAbout GFU Consumer & Home Electronics GmbH
\n \n \nGFU is the brand owner of IFA – one of the world’s leading trade shows for Home & Consumer Tech. As an industry organization, it has also been committed for more than five decades to increasing the visibility and further development of the market. It reports on relevant figures and trends and is involved in events as well as the strategic development of IFA in order to present innovations and forward-looking developments. GFU’s shareholders include leading companies in the industry.
\nAbout Oliver Wyman
\n \n \nOliver Wyman, a Marsh McLennan company (NYSE: MMC), is a global strategy consultancy that combines deep industry knowledge with specialized expertise to help clients optimize their businesses, improve their operations, and enhance their performance. Marsh McLennan is a global leader in risk, strategy, and people, advising clients in 130 countries across four businesses: Marsh, Guy Carpenter, Mercer, and Oliver Wyman. With annual revenue of US$23 billion and more than 85,000 colleagues, Marsh McLennan helps clients succeed through the power of new perspectives. For more information, visit oliverwyman.com, or follow us on LinkedIn and X.
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