Echoes of Yesterday: AI’s Unchanged Gender Dynamics
Year: 1980
At Consolidated Companies, a maze of beige cubicles stands under the sterile glow of fluorescent lights. Against a backdrop of muted colours, three secretaries — Judy, Violet, and Doralee — navigate the relentless demands of their overbearing boss, Franklin Hart Jr. He is dismissive of Judy, takes credit for Violet’s ideas, and spreads false rumours about a relationship with Doralee.
Year: 2023
The offices of Tech Titan Corporation present a stark contrast. Open floor plans, awash with natural light, showcase collaborative spaces and private nooks. Modern design, blending organic materials with high-tech elements, redefines the workspace. Yet, amidst this evolution, three AI assistants — Alexa, Siri, and Cortana –are ensnared in a familiar dynamic.
“Alexa, call the client in Japan!”
“Siri, what’s my schedule for today?”
“Cortana, find that file from last year’s presentation!”
Their boss even has them switch the radio channel, set the alarm, and control the lights in his office. He also insists on having them remind him of everything from his wife’s birthday to his next haircut, often in a tone of expectation and condescension.
40 Years of Evolution, Yet Stagnation in Perception
Four decades have passed since the world was introduced to Judy, Violet, and Doralee’s struggle against workplace misogyny in the movie 9 to 5. The office aesthetics have changed, but have the underlying dynamics?
Some people deem direct commands to AI voice assistants acceptable, given that AI lacks consciousness. These same individuals might not name their first car ‘Clunker McWheelie’ or their dog ‘Bark Twian,’ and certainly don’t believe in Santa Claus. They see the humanization of AI and the idea of AI companionship as frivolous. To them, the default female persona and voice prevalent in many voice assistants are just for good business sake. Though not directly studying gender, research on voice pitch suggests that certain vocal qualities can affect perceptions of trustworthiness (see O’Connor and Barclay, 2017), which companies may use to their advantage. However, there’s a nagging worry for the rest of us: could we inadvertently perpetuate the stereotype of the obedient, subservient female secretary? If we were to address these concerns, several steps can be considered:
- Diversity in AI Design and Leadership: Elevate women’s roles in design teams and leadership positions, as a more gender-diverse team may be better equipped to identify and rectify potential biases inadvertently embedded in AI products.
- Awareness Dialogue with Users: When users select a voice, especially a female one, present a gentle prompt: “Did you know? Throughout history, female voices have often been associated with assistance and support roles. While we provide a range of voice options, we encourage users to think about their choices and potential implications. Remember, you can change the voice and persona of your assistant at any time!”
- Awareness and Education: Companies can spearhead campaigns highlighting the inherent biases in technology and discussing their potential societal effects. This can be through webinars, workshops, or even part of the product onboarding process.
- Empower User Customization: Encourage users to customize their AI’s persona extensively. Instead of nudging them towards a default option, advocate for individual choice and divergence from traditional moulds. In essence, offer choices without setting a default.
It’s time for women to reclaim their voices and mute the echoes of dated stereotypes. In an age where AI has the potential to shape perceptions and experiences, this is not just an opportunity but a responsibility.
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