found that 57.8% of men had access to smart speakers, compared to only 42.2% of women.
Jordan's casting could also be a signal, as it flips the traditional notion of a smart assistant on its head. Smart assistants have historically had female voices and female-sounding names, whichplays into traditional gender roles for women. And although male voices have long been available on smart devices, the default setting is a female voice.
But while there may be sexist motivations for making a subservient"assistant" sound female, there may also be a technical one: Google engineering manager Brant Ward told Fast Company in 2019 thathave historically been trained primarily on female voices, meaning the assistants work better with female voices.
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