Entrepreneurs such as Chrissie Lightfoot, co-founder of Robot Lawyer Lisa, are in little doubt about why a female personality is the way to go. Her software — short for Legal Intelligence Support Assistance — is designed to automatically produce legally binding documents without the intervention of a human professional. The name is also a tribute to Apple co-founder Steve Jobs, who once named a computer Lisa, after his own daughter. “People do feel more comfortable dealing with females than males in tricky matters,” she says.