People have a psychological bias to humanize anything that communicates with them and companies are trying to latch onto that mechanism because they benefit when people get an emotional attachment to websites. So I think Google and many others are trying to make people think of websites as things with agencies, rather than machines controlled by people. And yea I think they are partly successful.
Not dissimilar to how LLM AI is marketed nowadays.
My mom asked me the other day whether a virus warning was a scam or not. It was a webpage in her browser. She did not understand that it was not her computer system warning her, but just the website itself. People can't even tell the difference between their operating system and their apps.