Excellent piece on the big challenge, an extension of the long known Eliza Effect. And its implications for computing use in new ways, today and tomorrow. A company like Amazon wants to push this further, beyond assistance, because it works. Looks more closely at Amazon's research efforts in this area.
In CNet:
Alexa, Be More human: Inside Amazon's efforts to make its voice assistant smarter, chattier and more like you. By Ben Fox Rubin ....
A Cornell University study from May called “Alexa is my new BFF” proves the point. Researchers analyzed 587 customer reviews of the Amazon Echo smart speaker, powered by the Alexa voice assistant. They found that the more we personify the Pringles-can-shaped gizmo — using words like “Alexa” and “her” instead of “Echo” and “it” — the more satisfied we are with the device (I mean “her”). “Simply put, people who love her, love the Echo,” the researchers wrote.
Sitting in a sunlit conference room in Seattle last month on the eighth floor of Amazon’s new black-glass highrise called Day 1, I mention the report to Heather Zorn, director of customer experience and engagement for the Alexa team. She isn’t surprised by the findings; she’s been reading the reviews, too.
“We’ve really done more in the personality space based off of customer demand,” says Zorn, a friendly, bookish woman with a quirky streak. “We saw some customers sort of leaning in and wanting more of a jokes experience, or wanting more Easter eggs or wanting a response when you said ‘Alexa, I love you.’” .... "
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