Its the personification of software by developers. I think it largely became a thing with apple's "digital assistant" siri. Its cringey as hell, and I want to pull my hair out whenever some dumbass refers to a program/chat bot with pronouns, or when a program presents an error which states something like "**I** can't do [x y z], or "**I** need to complete an update". Idiots were programmed to associate software to people and now lines of code have morphed into "sentient beings".