anthropomorphizing

/AE0 N TH R AH0 P AH0 M AO1 R F AY0 Z IH0 NG/
verb
  1. 1

    To endow with human qualities.

  2. 2

    To attribute human-like characteristics to (something that is non-human).

Source: https://en.wiktionary.org/wiki/anthropomorphize, https://en.wiktionary.org/wiki/anthropomorphizing