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Sad, happy or angry: What would happen if Alexa could read your mood, offer shopping tips?, Marketing & Advertising News, ET BrandEquity
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Sad, happy or angry: What would happen if Alexa could read your mood, offer shopping tips?
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Should Alexa Read Our Moods?
The time to debate the power of voice technology is now. (Before Alexa starts suggesting comfort foods.)
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If Amazon’s Alexa thinks you sound sad, should it suggest that you buy a gallon of ice cream?
Joseph Turow says absolutely no way. Dr. Turow, a professor at the Annenberg School for Communication at the University of Pennsylvania, researched technologies like Alexa for his new book, “The Voice Catchers.” He came away convinced that companies should be barred from analyzing what we say and how we sound to recommend products or personalize advertising messages.
Should Alexa Read Our Moods?
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Thanks to the public’s embrace of smart speakers, intelligent car displays and voice-responsive phones – along with the rise of voice intelligence in call centres – marketers say they are on the verge of being able to use AI-assisted vocal analysis technology to achieve unprecedented insights into shoppers’ identities and inclinations, says world authority on media systems and industries, Professor Joseph Turow of the University of Pennsylvania. He sets out the implications of his in-depth research which finds that not only can people be profiled by their speech patterns, but they can also be assessed by the sound of their voices. Alexa, Siri and other voice-activated technologies could be used to spy on you for advertisers and even governments. According to some researchers, your voice is unique and can reveal feelings, personalities and even physical characteristics. He spoke to BizNews, about why we should be worried about the latest advances amid a podcasting revolution �