Framing ethical considerations on artificial intelligence bias applied to voice interfaces

Digital ecosystem has transformed our lives in a connected living through multiple networks and technologies, five billion individuals in the world have access to the internet. The interaction with these technologies not only provides the immediate supply of any virtual content but increases the possibilities of personalization through artificial intelligence (AI). AI in all of its developments, is advancing faster than the capacity of institutions and organizations to provide legal and deontological responses. Finding solutions to its implications in new ecosystems where technology learns from human routines and interacts with users is a challenge that must be addressed from the academic, political and business fields. Technology advances show that algorithms and automatization have become omnipresent in contemporary times, increasingly determining the nature of the contents that reach the users. This work offers an interpretative descriptive framework based on two main objectives: firstly, describing the evolution of voice assistants as tools for the automated personalization of information contents —about which each individual becomes aware of his environment and makes decisions; and secondly, highlighting the ethical demands on AI when personalizing contents in voice interfaces. In result the study presented offers an open debate to the increasing concern that algorithms can actually influence people, replicating or amplifying existing biases, bringing a wide and current field for academics to explore.