According to Nass & Brave (2005), under what conditions should an interface not refer to itself as “I”? Why not?

(1) According to Nass & Brave (2005), under what conditions should an interface not refer to itself as “I”? Why not?
(2) Pavlus (2015) states that “[o]ur dumb, silo’ed apps are slowly but steadily becoming smart, context-aware services that link, share, and talk to each other without us having to necessarly see or touch those little squares.”
What does he mean by “context” ?
According to the author, how are assistants – such as Siri and Google Now – causing this transformation in apps?
Please only use the file attached as sources and answer the questions.

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