22squared Tampa Launches Campaign to End Sexism in AI Assistants
Grace Mahas — August 6, 2019 — Marketing
References: notthatkindofassistant & thedrum
22squared Tampa, a full-service advertising agency, recently debuted its new anti-sexism in coding campaign titled 'Not That Kind of Assistant.' The campaign was launched by a team of summer interns to advocate against big tech including unconscious gender bias in artificial technology.
The campaign highlights some problematic tendencies and states: "digital assistants are programmed to respond to harassment with passive, coy, or even flirtatious responses." The ad highlights some of the docile responses when users call the voice assistant fat or annoying. One study also highlights the fact that most digital assistants have female names -- Alexa, Siri, Cortana, -- in addition to default female voices, and this programmed coding can reinforce damaging stereotypes of women.
The group behind Not That Kind of Assistant asks technology corporations to #CanceSexistTech and to code appropriate AI.
The campaign highlights some problematic tendencies and states: "digital assistants are programmed to respond to harassment with passive, coy, or even flirtatious responses." The ad highlights some of the docile responses when users call the voice assistant fat or annoying. One study also highlights the fact that most digital assistants have female names -- Alexa, Siri, Cortana, -- in addition to default female voices, and this programmed coding can reinforce damaging stereotypes of women.
The group behind Not That Kind of Assistant asks technology corporations to #CanceSexistTech and to code appropriate AI.
Trend Themes
1. Gender Bias in AI - An area for disruptive innovation in developing more inclusive AI technology.
2. Campaigns Against Sexist Tech - An opportunity for businesses to advocate against unconscious gender biases in AI technology development.
3. Inclusive AI Technology - Developing more inclusive AI technology is an area of opportunity to reduce gender bias and harmful stereotypes in digital technology.
Industry Implications
1. Artificial Intelligence - An industry opportunity in developing less biased and more inclusive AI technology.
2. Advertising - An industry opportunity to advocate for more inclusive and less biased digital technology.
3. Tech Corporations - An industry opportunity for tech corporations to address and take action against unconscious gender biases and stereotypes in AI technology development and implementation.
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