Nonbinary Voices for Digital Assistants-An Investigation of User Perceptions and Gender Stereotypes

Due to the wide adoption of digital voice assistants (DVAs), interactions with technology have also changed our perceptions, highlighting and reinforcing (mostly) negative gender stereotypes. Regarding the ongoing advancements in the field of human-machine interaction, a developed and improved understanding of and awareness of the reciprocity of gender and DVA technology use is thus crucial. Our work in this field expands prior research by including a nonbinary voice option as a means to eschew gender stereotypes. We used a between-subject quasi-experimental questionnaire study (female voice vs. male voice vs. nonbinary voice), in which n=318 participants provided feedback on gender stereotypes connected to voice perceptions and personality traits. Our findings show that the overall gender perception of our nonbinary voice leaned towards male on the gender spectrum, whereas the female-gendered and male-gendered voices were clearly identified as such. Furthermore, we found that feminine attributes were clearly tied to our female-gendered voice, whereas the connection of masculine attributes to the male voice was less pronounced. Most notably, however, we did not find gender-stereotypical trait attributions with our nonbinary voice. Results also show that the likability of our female-gendered and nonbinary voices was lower than it was with our male-gendered voice, and that, particularly with the nonbinary voice, this likability was affected by people's personality traits. Thus, overall, our findings contribute (1) additional theoretical grounding for gender-studies in human-machine interaction, and (2) insights concerning peoples' perceptions of nonbinary voices, providing additional guidance for researchers, technology designers, and DVA providers.