Designing Out Stereotypes in Artificial Intelligence: Involving users in the personality design of a digital assistant
Abstract
Rapid recent advancements in new technologies and artificial intelligence has led to huge developments in science, technology, medicine and engineering over the last few decades. Recently, developments in the field have tried to create machines that go beyond solving rational, logic based challenges to those that mimic human interaction and in particular emotional intelligence. One of the most mainstream applications of this technology is in digital assistants; tools designed to achieve a result using natural language.
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People-centred design research with a small number of diverse people resulted in the creation of a virtual assistant personality that moved away from the stereotypical young, Caucasian, secretarial woman to an older, wiser personality.
“With virtual assistants for example, conducting people-centred design research with a small number of diverse people resulted in the creation of an assistant that moved away from the generic stereotypical young, Caucasian, secretarial woman to the development of an older, wiser personality such as David Attenborough or Judy Dench (Spencer et al, 2018).”
From Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2021) · cites this paper as Spencer et al, 2018
The vast majority of digital assistants are portrayed as young, Caucasian women, enhancing the negative perception of the stereotyped role of women in secretarial roles.
“One recent study by researchers at the Helen Hamlyn Centre for Design (Spencer et al, 2018) found that the vast majority of digital assistants are portrayed as young, Caucasian, women that enhance the negative perception of the stereotyped role of women in secretarial roles.”
From Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2021) · cites this paper as Spencer et al, 2018
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References 16 · Cited by 17
- Authors
- Spencer, J., Poggi, J., & Gheerawo, R.
- Affiliations
- Royal College of Art (GB)
- Venue
- Proceedings of the 4th EAI International Conference on Smart Objects and Technologies for Social Good
- Publisher
- ACM
- Published
- 2018-11-28
- Pages
- 130-135
- OpenAlex
- W2908616299
- Cited by
- 17
- References
- 16
- Citations by year
- 2026: 2 · 2024: 2 · 2023: 3 · 2022: 3 · 2021: 3 · 2020: 3 · 2019: 1
- FWCI
- 3.13
- Type
- conference paper
- Language
- en
- Open access
- closed
- Locations
- EAI International Conference on Smart Objects and Technologies for Social Good (GOODTECHS) (publishedVersion)
- Funders
- Tata Consultancy Services
- Topics
- Social Sciences › Safety Research › Ethics and Social Impacts of AI
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Physical Sciences › Computer Science › Artificial Intelligence › Speech and dialogue systems
- Keywords
- stereotypes, artificial intelligence, emotional intelligence, virtual assistants, natural language processing, algorithmic bias, human-machine interaction
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