It's a font that morphes the text fragment "am-" into the curly dash using a ligature.
https://chriscoyier.net/2025/05/10/the-am-dash/
But that won't help for long. If the Amdash becomes popular, then AI will pick it up, because "am-" is just a text fragment and AI can learn to produce it.
Even worse if a future version of Unicode adopts the Amdash, then nothing will stop AI.
Or the opposite happens as one already said here: Nobody will use the Amdash.