{"id":595,"date":"2020-02-26T15:44:28","date_gmt":"2020-02-26T14:44:28","guid":{"rendered":"https:\/\/adellink.de\/?page_id=595"},"modified":"2020-06-23T18:30:26","modified_gmt":"2020-06-23T16:30:26","slug":"story-siri-du-schlampe","status":"publish","type":"page","link":"https:\/\/adellink.de\/en\/stories\/story-siri-du-schlampe\/","title":{"rendered":"STORY: “Siri, you bitch!”"},"content":{"rendered":"

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How sexist is AI?<\/strong> \u00a0| Liveperson<\/h2>\n

[\/vc_column_text][vc_column_text el_class=”stories_teaser_categorie” css=”.vc_custom_1591222521715{margin-top: 0px !important;padding-top: 0px !important;}”]<\/p>\n

\u201cSiri, you bitch!\u201d<\/strong><\/h3>\n

[\/vc_column_text][vc_empty_space height=”20px”][vc_column_text el_class=”stories_teaser_text link_underline”]\u201cSiri, just play the damn song! Are you stupid?\u201d It can be easy to lose your temper when your dense AI isn\u2019t doing what it\u2019s supposed to. But who decided that all of our personal assistants are female? And what effect will our treatment of the \u201cwoman in the box\u201d have on our children?<\/p>\n

 <\/p>\n

Starting with these questions, we developed a powerful story for our client LivePerson: clumsy and badly programmed bots that fail to follow our orders annoy and aggravate us. Since most of these bots have been assigned female identities (Siri, Alexa, etc.), we are normalising the idea of the woman as an assistant who can be treated with contempt \u2013 and we\u2019re showing our children that it\u2019s ok to do so. Our aim was to reveal this bias and put it up for discussion.<\/p>\n

 <\/p>\n

The story is directly connected to our client. LivePerson has extensive expertise on the topics of bots and messaging: the listed tech company was founded in 1995 and has since been working on improving the communication between people and machines. But expertise in the fields of Artificial Intelligence (AI) and bots alone isn\u2019t enough to make a B2B topic socially relevant. So, we took it a step further and asked: what influence does AI and its presentation have on us, on society?<\/p>\n

 <\/p>\n

We combined three things: the socially relevant topic of sexism, the technology hype around AI and LivePerson\u2019s decades of experience in the fields of bots and AI. By combining these three ingredients, we succeeded in telling a story that went beyond mere product and brand.<\/p>\n

 <\/p>\n

The campaign\u2019s success led to the foundation of the initiative \u201cEqual AI\u201d \u2013 a movement advocating the fair development of AI systems with prominent members such as Ariana Huffington, Jimmy Wales and speaker Miriam Vogel who served as an expert for technology law in the Obama administration.[\/vc_column_text][vc_empty_space height=”60px”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” el_class=”p15″ z_index=””][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_row_inner row_type=”row” type=”full_width” text_align=”left” css_animation=””][vc_column_inner width=”1\/2″][vc_column_text el_class=”stories_teaser_text”]<\/p>\n

How?<\/b><\/p>\n

What did we do it?<\/i><\/p>\n

[\/vc_column_text][vc_empty_space][vc_column_text el_class=”stories_teaser_text black”]<\/p>\n

    \n
  • Story development<\/li>\n
  • CEO interviews with business media<\/li>\n
  • Positioning of spokespeople<\/li>\n
  • Thought leadership campaigns<\/li>\n
  • Media relations<\/li>\n
  • Graphic design<\/li>\n
  • Event support<\/li>\n<\/ul>\n

    [\/vc_column_text][vc_empty_space height=”50px”][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_column_text el_class=”stories_teaser_text”]<\/p>\n

    What?<\/b><\/p>\n

    Results<\/i><\/p>\n

    [\/vc_column_text][vc_empty_space][vc_column_text el_class=”stories_teaser_text black”]<\/p>\n

      \n
    • Comprehensive coverage in daily and business press such as Handelsblatt, FAZ, Manager Magazin<\/li>\n
    • +3 new business opportunities for LivePerson<\/li>\n
    • +2 unpaid speaking slots at CEBIT 2018<\/li>\n
    • Finalist 2019 Sabre EMEA Awards<\/li>\n
    • Finalist 2019 PR-Report Awards<\/li>\n<\/ul>\n

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