Humanizing or feminizing intelligent personal assistants? Exploring the gender representation of Siri, Cortana, and Alexa in the Italian public sphere

The interaction between humans and intelligent personal assistants (IPAs)–such as Amazon Alexa, Microsoft Cortana, or Apple Siri–has become increasingly prevalent in our daily lives. These systems, equipped with natural language user interfaces (NLUI), facilitate seamless communication and offer assistance across various domains, from weather forecasts to scheduling tasks. Notably, leading IPAs often embody a feminine voice, thereby reflecting societal perceptions of femininity and contributing to their market appeal. This feminization process is particularly pronounced in cultural contexts such as that in Italy, where language distinctions reinforce gender norms. Despite existing research on gendered representations in technology design, there remains a gap in understanding how IPAs are depicted in the public sphere. Our study bridges this gap by analysing 12 years of media discourse on IPAs (2011–2023) in the 8 major Italian newspapers. Integrating insights from gender studies and science and technology studies, our analysis unveils the intricate interplay between gender representations and technological innovation. We found how gender stereotypes are located within representations of IPAs in mainstream Italian media, thereby influencing both their portrayal and future development trajectories. This research sheds light on the broader implications of gendered representations in technology, which impacts both societal perceptions and technological advancement.