Artificial agents are commonly described by using words that traditionally belong to the semantic field of organisms, particularly of animal and human life. I call this phenomenon the game of semantic extension. However, the semantic extension of words as crucial as “autonomous”, “intelligent”, “creative”, “moral”, and so on, is often perceived as unsatisfactory, which is signalled with the extensive use of inverted commas or other syntactical cues. Such practice, in turn, has provoked harsh criticism that usually refers back to the (...) literal meaning of the words to show their inappropriateness in describing artificial agents. Hence the question: how can we choose our words appropriately and wisely while making sense of artificial agents? After a brief introduction (§1), in §2 I present the starting point of my argument, which consists in the assumption that the dimensions of technology and language are deeply entangled. In §3 I discuss how this assumption impinges on the issue of choosing the right words to talk about artificial agents. §4 is an exposition of the main features of the game of semantic extension, while §5 reviews the related opportunities and risks. Finally, §6 elaborates some practical suggestions on how to play the game well. (shrink)