The project confronts a new digital universe fraught with problems. Siri, Cortana, and Alexa all have female voices as research shows that users react more positively to them than they would to a male voice. But as designers make that choice they run the risk of reinforcing gender stereotypes, that female AI assistants should be helpful and caring, the male assistants should telegraph authority, and that gender is still only binary when many countries continue to recognize non-binary individuals.

Q is the world’s first gender-neutral voice for AI - an innovation ensuring technology continues to look forward, rather than back.

"We didn’t brief Virtue, but instead, they came to us with a powerful idea that resonated with our core and mission. With Q - a neutral voice with no preassigned gender - we aim to get the attention of leading technology companies who work with AI to ensure they are aware that a gender binary normativity excludes many people and to inspire them by showing how easy it would be to recognize that more than two genders"

- Thomas Rasmussen, Head of Communication, Pride Copenhagen

In total, we had a production budget of 3.000$ and a media budget of 0$. With this extremely limited budget, we knew we couldn't create the voice, digitize and implement Q ourselves. Instead, we decided to spread the message through PR and social media and encourage users to share Q with Apple, Amazone, Google, and Microsoft to show the support behind Q

Boot up the options for your digital voice assistant of choice and you’re likely to find two options for the gender you prefer interacting with: male or female. The problem is, that binary choice isn’t an accurate representation of the complexities of gender. Some people don’t identify as either male or female, and they may want their voice assistant to mirror that identity.

As third gender options are being recognized across the globe, it feels stagnant that technology is still stuck in the past only providing two binary options.

That’s why Copenhagen Pride is launching Q, the world’s first genderless voice for voice AI.

Created for a future where we are no longer defined by gender.

04/07/18: The idea of a genderless voice was born at the agency.

19/07/18: Linguist and pH. D. Anna K. Joergensen joined the team as a consultant

19/10/18: Sound designer Nis Norgaard joined the team to help create the voice

21/10/18: Researcher Julie Carpenter joined the team as a consultant

07/11/18: Creative technology studio Koalition joined the team

04/12/18: Recording of voices and digital alteration

18/12/18: First survey of voices

7/01/19: Second survey of updated voices

17/01/19: Third survey of updated voices

31/01/19: Copenhagen Pride joined the project as the official partner

07/02/19: Equal AI invites Q to launch at their SXSW event

8/02/19: Final voice created

25/02/19: Digital modulation of voice finalized on genderlessvoice.com

11/03/19: Wired launched an exclusive story at 11.45 AM

11/03/19: Official global launch of Q at SXSW at 06 PM.

27/03/19: Patent pending

The agency brought together researchers, a team of linguists, technologists, and sound designers and started by defining the parameters by which perceive voice to be gendered.

The more pronounced the 'S' sounds are in a voice, the more female it's perceived. The more muted, the more male. The vowel length is also a determining factor - by which the more extended they are, the more female. The more staccato, the more male.

The speaking fundamental frequency determines how we perceive a voice to be gendered - the female voice sitting between 175 - 220Hz, the male between 80 - 140Hz. 145-175Hz is considered neutral.

We recorded the voices of two dozen people who identify as transgender or non-binary. We then ran the voices through software where the sound designer digitally altered minute details of the voices defined through the research. After testing several different versions across 4600 participants, the result was a voice that was perceived gender-neutral by the majority.

The second breakthrough came from our technology partners, where they were able to apply the findings to allow users to modulate the voice between perceived gender frequencies.

The voice is currently undergoing digitization for implementation across all voice-based

We believe technology should represent all individuals, not only a few. Our hope is that Q challenges the gender stereotypes reinforced by voice assisted products and is implemented as a third option by the major tech companies.

We see Q as the first step towards a more inclusive technological future, whereby voice assistants aren’t predetermined by a narrow view of gender and identity - but where users have the ability to customize technology to better reflect themselves.

The world has reacted. Millions of people are acknowledging this oversight by the big four tech companies, with many calling on them to implement Q as a potential solution.

We’re in dialogue with one of these companies to bring Q to voice-assisted products globally, as well as many other organizations pushing for more inclusivity in the worlds of fashion, music, games and more.