The Rise Of Voice Technology & The Puzzle Of Gender-Neutral Voice
Grace Frances (main photo) is a conversational copywriter at VERSA. In this guest post, Frances says the advancement in AI and robotics throws up new and unforeseen problems in terms of genders..
Gender is a hot topic within AI, and rightfully so. Voice technology is one area where this is coming to the fore, with the recent push for genderless voice assistants bringing up important questions about gender and representation. However, when thinking about representation, gender isn’t the only thing to consider.
Beyond the binary
Gender exists on a nuanced, colourful spectrum – a reality which isn’t yet represented in AI. To change this, companies have been working on genderless voices such as The Genderless Voice’s Q and Accenture’s Sam, offering alternatives to the typical female/male gender binaries represented in voice assistants.
These gender-neutral voices have been synthesised from the voices of people who identify as neither female or male, and were designed to ensure non-binary people are represented in emerging technology.
So why do we assign AI with gender in the first place, and is it necessary?
Gender trouble
AI assistants are often gendered in order to make the user feel comfortable and make the AI seem more human and less robotic. For the most part, they are assigned the female gender by default, however more recently tech companies have created male voice options.
Many studies have shown that voice assistant users prefer the sound of a female voice to a male voice, a phenomenon that could have quite Freudian undertones – harking back to associating the female voice with the nurturing qualities of a mother. It has also been argued that women’s voices are easier to understand compared to male voices due to their higher pitch, however this myth has been debunked.
Our tendency to anthropomorphise AI sees us referring to these non-human entities by the gendered pronoun of ‘she’ (or occasionally ‘he’ if there is a male voice option) rather than ‘it’. However when asked what gender they are, virtual assistants usually respond along the lines of ‘As an AI, I don’t have a gender’. Despite this, they are usually recognised as female due to their voices and female names.
Genderless voices have emerged as an alternative to the old-world gender clichés that hardly need repeating here. While there is still some work to be done to make them sound more natural and less robotic, gender-neutral voices are an important step towards diversity in gender representation.
Finding the right voice
The reality of designing voice technology is complex, and there is a risk of over-simplifying the discussion down to pure gender dynamics.
There are many factors to consider to ensure that interactions with voice assistants are as warm, empathetic and natural as possible. The complexities of voice persona, tone, pitch, and the nuance of pauses and turn-taking all need to be taken into account – all important aspects of thoughtfully crafted conversational design.
Language and accents are another topic that needs careful consideration if we are to create voice assistants that can understand users and speak their language. Amazon Alexa currently speaks eight languages, English, Spanish, French, German, Hindi, Italian, Portuguese, Japanese as well as nine dialects. However, there is still work to be done to represent more diverse languages and ensure that English isn’t always the default.
These elements become even more crucial as AI technology moves away from on-rails voice experiences and towards actual conversations. As we progress into this free-flowing conversational terrain, the need to create human-like interactions that properly understand and represent the user becomes paramount.
A future of multiple voices
Genderless voices point to a future of diverse voice applications beyond Alexa, Siri, Google Assistant and Cortana – personalised and bespoke voices designed specifically for the clients’ needs. This is being made possible by an increasing number of voice synthesis tools on the market that are making it easier for companies to create their own custom voices.
There is infinite potential for growth in this emerging area, and we can expect to see a greater range of voice applications on the horizon. So while genderless voices may not become the new default, they can certainly offer an important alternative.
Along with understanding the finer points of conversational design, greater diversity and localisation regarding language and accents; gender is absolutely an important consideration when creating voice technology. To create truly inclusive AI, diversity of representation in all aspects is key.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.