Some examples of the present disclosure relate to infusing custom qualities into an artificially intelligent entity. In one example, a system can initiate execution of a smart contract that is configured to generate a correlation between a second non-fungible token (NFT) and a first NFT. The first NFT can include personality fields with default values defining default personality characteristics for an artificially intelligent entity. The second NFT can include a personality field with a customized value defining a customized personality characteristic assignable to the artificially intelligent entity. The correlation can be configured to impart the customized personality characteristic to the artificially intelligent entity.