Yeah, I've been noticing the pronouns thing. In chess challenges I always got the impression that the AI's play style was like a chain chomp. Limited, but ruthless within its limits, and definitely 'mechanical'. In these games the commentators are treating AlphaGo like a person.
One interesting thing that happened during the time for Sedol's next move was that the 9th dan commentator started referring to AlphaGo as "he".