Anivået

Anivået is a theoretical concept in design theory and cognitive science that describes the threshold of perceived animacy and intentional agency in non-living systems. It characterizes the point at which a device, artifact, or interface is experienced as having some form of goal-directed behavior.

The term is used to discuss how people attribute mind and autonomy to technology, and to guide decisions about how much agency should be embedded in products to support user experience without misleading users.

Origin and development: The concept emerged in Nordic design discourse in the early 2010s, drawing on discussions of anthropomorphism and user perception. It was popularized by researchers in human–computer interaction who proposed a threshold to balance usefulness and deception.

Definition and measurement: Anivået is not a fixed value but a contextual threshold influenced by task, culture and individual differences. Researchers assess it with perceptual scales, behavioral cues (responsiveness, goal-directed action), and responses to agency cues such as names, facial displays, or spoken language.

Applications: In product development, Anivået informs when to introduce responsive behavior, animated avatars, or autonomous features. It is used to design interfaces that are helpful yet transparent about their non-human nature.

Criticism: Critics argue that the concept risks oversimplifying complex perceptions of agency and may be used to justify manipulation. Others point to cultural variation in attribution and the risk of creating false expectations of autonomy.

See also: Anthropomorphism; Animacy; Human–computer interaction; Agentive design.