there is still alot of speculation on this, it is said the game will be like that, but it is also said that not every npc will have a in depth conversation line either.
well yeah, it doesnt make sense that you should be able to hear the life story of every shop owner in the game.
My guess:
Friends:
Might help in a fight (with a reduced confidence)
Might lower prices for you
Might give you a gift item every now and then (like the Kings in Freeside)
Might run for the guards when you are atttacked
Might not run for the guards when you attack someone else (if they have a low responsibility)
Might be more likely to return something you drop.
Enemies:
Might not return anything to you when you drop it and might take it
Might raise prices on stuff in their shop
Might try to bully you into giving them money
Might challange you to a duel
Might try and trick you into a dark alley holding hired mercs to kill you or something similar.
Might vandalize your house.
Might use more vulgarity against you.
Key word is might, we havent seen any gameplay vids of the AI.