Designing artificial identity: the identity design framework and research agenda

The identity design of artificial agents carries growing ethical, psychological, and cultural weight, as ubiquitous language models and diverse robotic forms are blended into everyday use. However, structured approaches to designing coherent and interpretable artificial identities remain limited. To address urgent challenges in artificial identity design, including harmful stereotypes and deceptive practices, we introduce the Identity Design (ID) Framework and an accompanying research agenda. Drawing on emerging work on artificial identity in human-robot interaction and taking an interdisciplinary perspective, we propose twelve design principles across three levels: individual (recognisability, behavioural consistency, identity continuity, memory, persistent goals), group (membership signalling, social alignment, role clarity), and societal (benevolence, artificiality, social justice, transparency). The research agenda outlines open questions around the operationalisation and measurement of identity, social dynamics, and ethical considerations for identity design. Together, they lay the groundwork for future research and responsible practice in robotic, virtual, and multi-embodied agents.