How do consumers hear AI?

Looks at why marketers need to beware of biases in artificial intelligence, including how users perceive voice interactions.

Artificial intelligence promises much, but as more research is done into how people perceive and interact with it, the shine starts to come off, not least in the various biases that are becoming evident. 

AI assistants, for example, have been found to have an error rate that is much higher for voices of colour than for white voices, according to Steve Keller, sonic strategy director of Studio Resonate, SXM Media’s in-house creative agency.

“It’s almost as if the technology is saying ‘I would understand you better if you could sound a little more white’.” That’s problematic, to say the least,...

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