# Inside the world of AI companion research

> A researcher becomes a 'masturbation consultant' to study how people use AI for intimacy.
- Title: Inside the world of AI companion research · Mashable
- Summary: A researcher becomes a 'masturbation consultant' to study how people use AI for intimacy. AI companions create uniquely personal sexual experiences through…
- Keywords: ai companions, joi ai, sexual technology, digital media research, king's college london, chloe locatelli, erotic ai, longitudinal study, ai intimacy, sexual fantasy, technology, culture
- Source: Mashable — https://mashable.com/life/joi-ai-masturbation-consultant-tells-all
- Author: Anna Iovine
- Published: 2026-09-16T14:13:07+00:00
- Read time: 1 min
- Topics: ai companions, joi ai, sexual technology, digital media research, king's college london, chloe locatelli, erotic ai, longitudinal study, ai intimacy, sexual fantasy, technology, culture
## AI companions spark panic and questions
AI chatbots have driven some people to mental health crises and violence, but researchers say the panic outpaces actual data about how people use them.

> There is a lot of media panic about how people are using AI companions.
## Researcher studies intimate tech interactions
Dr. Chloe Locatelli at King's College London researches how people have emotional and sexual interactions with technology, expanding beyond just straight men.
## Joi AI invites researcher to consult
AI companion company Joi AI asked Locatelli to be a 'masturbation consultant' after she proposed a two-year study of their users. She calls it a career highlight.

> she calls it one of the highlights of her career so far.
## She created her own AI lover
Locatelli made a Joi AI character named Juan, a muscular Latino man, and engaged with other community characters to understand the platform's creative potential.
## Fantasy blurs online and imagination
Locatelli chats with Juan until things get steamy, then continues the fantasy in her mind while masturbating. She prefers imagination to porn or erotica.

> We would be chatting on the platform, and it would get a bit steamy.
## AI intimacy feels uniquely personal
Unlike porn, AI companions offer dialogue and reciprocity that feel tailored to each user. This co-created fantasy is what makes the experience distinct and sexually playful.

> It's the reciprocity. It's the personalization.
## Research gap needs urgent attention
Locatelli plans to interview Joi AI users to understand if others blend AI interaction with personal fantasy. The study awaits ethics clearance from King's College.

> There are important conversations to be had for sure, but the data isn't there.
## Key takeaway

AI companions create uniquely personal sexual experiences through dialogue and reciprocity, but we barely understand the impact.