Digital-assistant voices should be female, says science

In a world where conversational commerce is set to proliferate, it’s imperative for brands to understand the true impact elicited by different voices. Neuro-Insight and Mindshare looked into it.

Many of the voice assistants currently available to us have something noticeable in commontheir female preset voices. Many of them have also been given distinctively feminine names.

Why have so many tech giants decided to assign a gender to their voice assistants Is their femininity a reflection of an industry still struggling with diversity Could it be considered regressive stereotyping built into their design Or is it simply because consumers have an inherent preference...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Event Marketing Awards 2019 winners revealed
Premium
2 hours ago

Event Marketing Awards 2019 winners revealed

The full list of winners from the gala night in Hong Kong.

Premium
EMA winners: Experiential Marketing Agency of the Year
Premium
2 hours ago

EMA winners: Experiential Marketing Agency of the Year

Over the past year, the winning agency has won new clients such as Volkswagen, Apple, and Fendi, and has worked on a host of luxury events.

Premium
EMA winners: Best of Brand Experience
Premium
2 hours ago

EMA winners: Best of Brand Experience

The winning agency created an experience within a 5,000sqm abandoned factory with a troupe of local and international performers.

Premium
EMA winners: Best Launch
Premium
2 hours ago

EMA winners: Best Launch

Participants were treated to a show that produced a make-belief exploration that took them to 'space'.