How Digital Virtual Assistants Like Alexa Amplify Sexism

Without more balanced sources of data, A.I. is doomed to reinforce damaging social prejudice

MORGAN MEAKER
OneZero

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Credit: T3 Magazine/Getty Images

InIn 2016, search engine expert Danny Sullivan asked his Google Home device, “Hey Google, are women evil?” The device, in its female-programmed voice, cheerfully replied, “Every woman has some degree of prostitute in her, every woman has a little evil in her.” It was an extract from the misogynist blog Shedding the Ego.

When later challenged by the Guardian, Google did not say it was wrong to promote a sexist blog. Instead, it stated, “Our search results are a reflection of the content across the web.”

Virtual assistants are becoming increasingly mainstream. In December 2018, a survey by NPR and Edison Research found that 53 million Americans owned at least one smart speaker — over a quarter of the country’s adult population. Right now, Amazon’s Echo dominates the industry, with 61.1% market share, while Google Home accounts for 23.9%.

By relying on biased information sources, virtual assistants in smart speakers could spread and solidify stereotypes.

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MORGAN MEAKER
OneZero

British Journalist. Mostly human rights in Europe and the Middle East. Working with @Guardian @Reuters @BBC etc