People often end up arguing passionately about their favourite IPL team, star player or even political leader. Many feel personally attacked when someone criticises the public figure they admire. This intense emotional response is part of what psychologists call a 'Parasocial relationship'.
On November 18, 2025, the Cambridge Dictionary announced ‘Parasocial’ as its Word of the Year, which describes a one-sided connection that someone feels for a celebrity, a fictional character, or even an artificial intelligence, despite having no real personal relationship with them.
The example cited by Cambridge was the global attention around Taylor Swift and Travis Kelce. Millions of fans celebrate their engagement and follow their lives with deep emotional involvement, reacting as if they know the couple personally. Swift’s ability to express personal emotions through her music has created a feeling of closeness for many who have never met her.
The rise of parasocial relationships is not limited to celebrities. Increasingly, people are forming strong emotional bonds with AI personalities as well. In Japan, a woman even held a symbolic wedding with an AI persona created using ChatGPT, reflecting how technology now plays a role in personal companionship.
Experts say this trend is growing due to three key reasons: the interactive nature of social media, the human brain’s instinct to respond to familiar faces, and rising loneliness. Constant online content creates an illusion of closeness, while limited real-life social support pushes people toward digital connections, whether with public figures or AI systems.
As social media and AI continue to blend deeply into everyday life, parasocial bonds are becoming a stronger part of modern emotional behaviour.