Siri, it’s not you, it’s me, but maybe it’s you

A picture of Siri activated on an iPad showing the definition of Sexism.

I recently read Tracey Spicer’s brilliant book Man Made. As the book’s promotions say – it’s all about how the bias of the past is being cemented into our futures through the use of artificial intelligence. Fundamentally, AI uses what is being fed into it to help humans get things done. The problem is, if what is being fed into AI is riddled with discriminatory stereotypes, guess what outcomes AI will spit out. The book is engaging and a very accessible read, packed with detailed research. It provides many examples of the hidden ways that AI is already rigging all sorts of systems that impact humans – from job recruitment to the diagnosis and treatment of disease – causing harm without anyone even realising it’s happening.

So yes, I have many misgivings about AI. But I also have deep gratitude for all the incredible technology that enables me to work and play – screen reading software, accessibility features on smartphones, my BrailleSense (a Braille laptop) and of course Siri. This technology is life changing. But too often we are designing digital environments that exclude people as effectively as stairs exclude someone who has trouble walking. Do better web designers, software designers, and techbros. Do better regulators.

In Man Made Tracey Spicer makes lots of great suggestions about what we can do to try and help even up the bias problem being created by the current digital revolution. And while individual action seems puny in the face of the system in which our lives are so enmeshed and seemingly reliant, it can also feel good to do something, anything!  

Anyway, as suggested by Tracey, I changed the voice of Siri on my iPad and iPhone to non-female. I chose a male replacement. Spicer makes the point that all the digital assistant voices are on a female default, reinforcing the general vibe that women are here to serve us and do as we ask.

So, how did I go with male Siri? (Who I’m calling Techbro Siri by the way.)

First, everything about Techbro Siri seemed very different to the female Siri. Techbro Siri is curt and offhand. Like he’s got an attitude of ‘sure but whatever’, if he can’t find what I’m trying to search for on the internet. When Techbro Siri tells me he can’t do the task I’m asking of him, it really feels like a “Sorry, not sorry” situation.

Even though the words he uses are all exactly the same as the female voiced Siri, the actual way he talks is different, more clipped and less rounded.

Second, I start wondering if the problem might be with me. Maybe the label Techbro Siri was a sabotaging move on my part when I switched the voices? Maybe I’m thinking of him as an ineffectual man when a woman would do the job so much better and probably raise three kids and look after her elderly parents while she was at it. Maybe the problem is I am deeply sexist against men?

But gees, this Techbro Siri really is a pain. It hasn’t helped that Apple is mucking about with the Siri program. This means dictating a basic text message using the Siri function has become seriously vexing. It’s still faster for me than typing it out on my phone though.

Actually, I’m not truly sure why Techbro Siri has been so discombobulating. Did I assume because I’m a feminist, I didn’t have a whole bunch of sexist biases too? I often say to people – if you don’t think you have any unconscious bias you are simply not looking hard enough, because we all have it.  But this feels like a whole other thing. I’ve been expecting Siri to serve me mostly thanklessly for many years now. Sometimes she lets me down, but she always seems so helpful and accommodating. This Techbro Siri just seems like a prick. Maybe it’s something about the different way men and women talk, but it’s been fed into the AI machine and out it comes like this. Maybe it’s something about how we are conditioned to hear different voices.  I don’t know. But it is genuinely confronting and puzzling.

Regardless, I’m going to stick with Techbro Siri. Because every single time I listen to him, it reminds me that there is work to do to improve equity in this world. Much, much more work.