Personalization “nurtures for the masculine” voice of the consumer.

Our relationships with our service providers can be seen to have feminine and masculine stages; generally, beginning at the “feminine”, then moving on to “masculine” at the maturity stage, and then spawning at the post maturity stages.

At the beginning of new technology or a new business offering — it may be easier to be generic and non-personalized, anonymous (e.g. only asking for the minimum of personal information), and give generalized interactions. This can start the “relationship” and requires lower risk and minimal investment. Alexa strategy can also be applied to new technologies and services launched into the market and at the beginning of a new category. Then, once the consumer-user has bought in, and the relationship/cycle enters the maturity stage or cycle with sufficient data being captured, then higher-value personalization and individualization of services and product features can be rolled out. This helps us to aspire to the ideal personalized technology of — j.ust a. r.ather v.ery i.ntelligent s.ystem.

(*Inspired by a great book on the voice-AIs: The Smart Wife — Why Siri, Alexa, and Other Smart Home Devices Need a Feminist Reboot-MIT Press (2020) Yolande Strengers, Jenny Kennedy)