Virtue and Copenhagen Pride introduce Q, the world's first genderless voice
Virtue, Vice's full-service creative agency, and Copenhagen Pride have launched Q, the world's first genderless voice. Q is designed to reduce gender bias and enable greater inclusion in voice technology.
Until now, leading technology companies have aligned their voice technology with the perceived needs of consumers. They have created scenarios in which they believe consumers feel most comfortable. A male voice has often been used in authoritative roles, for example in banking and insurance apps, and a female voice in more service-oriented roles such as with Alexa or Siri. In this way, gender-specific stereotypes have been promoted and non-binary individuals have been excluded with this approach.
Q was developed under the leadership of Virtue Nordics (based in Copenhagen). With the launch of Q, Virtue and Copenhagen Pride are promoting a new awareness in voice control and creating a new and contemporary solution. Virtue wants to use the genderless voice not only to change voice control, but also to connect to other areas and technologies. Whether for AI, for games, in the theater or in the subway: Q is set to become the universal voice of the future.
Ryan Sherman, Senior Creative Virtue Nordics: "Technology should not be anchored in outdated cultural standards, but in new ones. Using data and insights from our global Vice network, we have discovered a unique opportunity to develop a technical medium that is becoming more prevalent in our everyday lives. Q is not the voice of one, but the voice of many, fighting for a future that includes everyone."
Together with Anna Jørgensen, linguist and researcher at the University of Copenhagen, Virtue defined the parameters for a gender-neutral voice. Five voices were recorded that are not typically male or female. With the help of special software, they were shifted into the gender-neutral range. Subsequently, 4600 participants across Europe rated the modulated voices on a scale from 1 (male) to 5 (female). The voice was adjusted and tested again until it was perceived as gender-neutral.
Thomas Rasmussen, Head of Communication, Copenhagen Pride: "Copenhagen Pride is committed to fighting gender binaries and limiting stereotypes. With Q - a neutral voice with no predetermined gender - we want to get the attention of leading tech companies working with artificial intelligence and make them realize that specific binary genders exclude many people. It's about giving people choices and options. For me, it's about freedom and inclusion."
