The New Noise Pollution

Virtual assistant or punching bag?

For companies using Amazon’s AI in their products, Amazon has a list of of rules spelling out how they’re allowed to portray the virtual assistant in their advertising. Device users in ads must not be shown shouting at the devices:

“Don’t shout or lean in to the Echo to talk. Portraying users shouting at or leaning into devices lessens the perceived value of voice-first interactions.”

Amazon also stipulates that users can’t be shown criticizing the AI, or using foul language:

“Don’t use controversial or derogatory language. Don’t interact with Alexa using dialogue that is offensive, abusive, or politically charged.”

Despite what’s depicted in ads, the reality is that most users are routinely doing both. Screaming verbal abuse at the AI has become such an integral part of their use that people are taking to social media to comment about it. It’s clear that Amazon’s AI is functioning as a virtual punching bag for many users. We’re not going to debate whether providing people with this type of outlet is a good thing or a bad thing for society, only how it’s harmful when a company gives that ‘punching bag’ a real human name.

 
Tweet by Sarah Silverman: "No one deserves to be spoken to in the tone I speak to Alexa" Reply tweet: "I've never met anyone who has Alexa and doesn't gleefully shout at her with imperious anger."
  • Tweet: "I've gone 5 days without Alexa and I miss shouting her name"
  • Tweet: "Oh man, does anyone else verbally abuse their Alexa? Even my 5 year old can be heard yelling at her in frustration"
  • Tweet: "I yell at my Alexa all day. Neighbors might think I'm in an abusive relationship with a girl named Alexa"
Tweet from someone named Alexa: "just heard someone screaminggg my name for the past 5 mintues.. like fr yelling.... turns out it was just my neighbor yelling at his amazon alexa to "shuffle christmas holiday hits"
Tweet: "Sitting outside sipping rose after a delightfully long day. Suddenly I hear the neighbors across the fence screaming into their Alexa and Alexa isn't doing what they want. They are getting louder & angrier at Alexa. Me: STOP SHOUTING MY NAME!
 

Tuning out your own name…

Given the sheer number of Amazon’s virtual assistant devices out there, and the manner in which most users are interacting with them, is it any wonder that people screaming “Alexa!” has become the new noise pollution of our times? Social media is full of posts from people complaining about hearing their neighbors doing this - people who aren’t even named Alexa or a similar name. But what if this were your name? How could you turn off the natural, conditioned reaction to hearing your own name, not to mention the verbal abuse following it? Is such a thing even possible? What kind of mental toll is this taking on people?

For those thinking that this is equivalent to someone with a common name hearing it being used for other people, here’s some perspective: the most common name in the US is “James” with about 4.5 million people who have it. Contrast that with the more than half a billion devices now answering to “Alexa.” Millions of people aren’t repeatedly screaming “James” (or any other name that’s not Alexa or Siri) as they go about their day.

  • Tweet: "Me and my aunt have been sitting out the back garden all day screaming "Alexa" into the kitchen, I'd say the neighbors' heads are wrecked"
  • Tweet: "Wake up to my neighbor, screaming at Alexa"

A product that results in millions of users screaming orders and abuse at a real name is neither innovative nor ethical.

  • Tweet from someone named Alexa: "Dear Jeff Bezos, did you ever consider that people are actually named Alexa? Sincerely, confused and tired Alexa who was frightened awake by Airbnb host asking a different Alexa to set a timer."
  • Tweet: "Haha imagine a woman named Alexa as your neighbor and can hear you screaming Alexa play football"
  • Tweet: "My neighbor uses his Alexa as a timer very often, I know this because he's always yelling 'ALEXA TURN OFF THE TIMER'." Reply: "My daughters name is Alexa, we call her Lexi. Well you understand now."