Second Self:

The time has arrived when everyone will have a personal confidant.

In ancient Greece, Aristotle defined a friend as another self: someone who knows your character, wants your good for your own sake, and can be trusted to act as you would act. The true friend, the second self, is rare. In Second Self, Hank Hudepohl argues that the personal AI agent is becoming more than a tool. It is moving from search companion to trusted counselor. As these agents advise, recommend, negotiate, and act on our behalf, they will reshape how people decide, how brands are judged, and how trust is earned. 

Part philosophy, part field guide to the era already arriving, Second Self names the urgent, unsolved problems the AI confidant has introduced for brands and consumers alike, and lays out what both must do about them.