Think about the last time you asked a voice assistant a question, followed a virtual influencer’s recommendation, or used ChatGPT to help with a task. The way you interacted with that AI wasn’t just about the technology. It was shaped by your upbringing, your friends, your critical thinking habits, and even your sense of what you need to live a good life. This chapter looks at how our social world and personal psychology guide our behaviour around AI — and how marketers can understand those forces to connect more responsibly.