Jamira Burley created her fake personal assistant, Matt, a decade ago.
It happened almost by accident. She had made a separate email account for people to contact her with opportunities, and she got an email where the person seemed to assume that a third person, like an assistant, was manning the contact email address.
And she just rolled with it. Read more about Matt here.
React with for more, or for less, @BusinessInsider stories like this.