Method and apparatus to increase personalization and enhance chat experiences on the internet

A non-transitory computer-readable medium having programming stored therein which, when executed, undertakes the following steps for conducting an Internet chat session, comprising:

• instructing a client device to display a plurality of chat personas;
• receiving a selection of a chat persona from the plurality of chat personas and a chat request from the client device;
• enabling communication by instant messaging between an associate device and the client device;
• and
• instructing the associate device to display a plurality of response recommendations wherein the plurality of response recommendations is developed iteratively in response to messages received from the client device, in accordance with the at least one chat persona, and using machine learning of prior chat logs.