Apple, Google, Microsoft or Amazon – which of these tech giants will help you live your life and spend your money? Whose AIs will you trust?


  • Google has Google Home, a hands free smart speaker which will be able to answer questions supported by advances in translation and image recognition.
  • Microsoft hopes to dominate the business space.
  • Apple has the HomePod to be launched in December and is investing in emotion detecting technology
  • Amazon has Alexa which will on request provide access to goods and services with more to come.

And according to an article in the September 2017 edition of Wired, authored by Liat Clark, Amazon is the front-runner. Whereas Google can provide information, Amazon can bring you things! Google Home is the smart friend at a party whereas Alexa is a benign butler. According to Liat Clark …

Amazon wants to introduce Alexa into every area of your life: your home, car, hospital, workplace. The ‘everything’ store is about to be everywhere. Alexa has to be human like because it is essential that people trust her, enough to let visual and audio ‘surveillance’ into their homes ad lives. Alexa can try to empathise with words alone at the moment but when she has cameras at her disposal she will be able to respond to visual clues as well as aural input. And in response Alexa is becoming more human like. Alexa can whisper, pause, take a breath, adjust its pitch and allow for key words such as ‘ahem’ and ‘yay’ to be emphasised in more engaging ways. Forging an apparently ‘emotional’ response from Alexa is the goal. An AI will need to know a person well to engage in a relationship based on emotional response. Amazon may well know more about you than your closest friends and so, of course, will Alexa and be able to use both what you say and do to forge, maintain and extend that relationship. The insightful film Robot and Frank asked the question, “Can an AI be your friend?” Amazon has the answer, “Of course, if you trust the AI as you might another human.” And that is Amazon’s overriding intention – to get us to trust Alexa as we might a human friend in the knowledge that she is not in fact another human and hence will not pry into your life or betray you as a human friend might.

Of course Jeff Bezos (and the CEOs of other tech giants) are constructing cathedrals of capitalism where they intend consumers to come to worship and offer up as sacrifice their wages in return for the goods and services recommended and provided by AIs they trust. But here there is a supreme irony. The very same AIs that are the heart of this new faith are also being deployed to automate many of the functions the worker-worshippers utilise to earn the wages they need to live out their consumerist lives. AIs may be simultaneously the engine of capitalism and its doom. What are we to make of this conundrum? Surely it is worth discussing with the young people whose lives will be most affected by this impact of technology on society and society’s response. And where better to do this than in design & technology lessons.

As always comments welcome.

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