Anthropomorphization in Software Dev

How has anthropomorphizing your products affected their success? Does describing your systems as "thinking" or "working" help to make them more accessible when describing them to non-technical audiences, or does it lead to oversimplification that prevents more intricate discussions?

I'm working on a new series for my blog about implicit bias in product development, and I suppose the letter A is as good a place to start as any. I'd love to hear about your thoughts on Anthropomorphism in product, as well as any other biases that you feel would be important to cover in this series.