Blog

So long Siri ... Hello Alexa ... Goodbye privacy?

It seems our lives are now filled with sexy sounding digital assistants all competing to serve us. The allure of the new digital assistants is that they are always on, and don't require a computer.

June 21, 2016 by Chris Petersen — Owner, IMS

It seems our lives are now filled with sexy sounding digital assistants all competing to serve us. Amazon's Echo with Alexa has been a real hit because "she" is always standing by to answer your request. If you haven't used Echo, it is often described as "like Siri, but it works."

There are a host of seductive assistants waiting to serve: Siri, Cortana, and the old reliable "Hey Google." The allure of the new digital assistants is that they are always on, and don't require a computer.

But as your seductive new assistant listens for your requests, is she also spying on you and your life? Is the convenience of artificial intelligence (AI) tied into the Internet worth a potential loss of privacy?

Why this is important:Voice recognition and response is the first wave of AI that is making real in roads into your daily life. The "always on" aspect of devices listening also opens up the potential of "Big Brother" recording everything you ever ask.

Siri, Cortana, Alpha… What's the difference in those sexy voices?

Siri: Siri from Apple has been around for so long now, she is almost passé. The jokes about Siri giving the wrong information and directions are too numerous to reference. And, rumor has it Apple will replace/update Siri when they launch their own Echo like device.

Cortana:Cortana is the newest sexy sounding siren from Microsoft. Microsoft was very smart in putting Cortana as a search bar on Windows 10 computers, and an integral part of phones and tablets. From personal experience, I have to say Cortana is very accurate and provides the convenience of being able to search your local device, your cloud and the Internet. Cortana will also read some information back in a very pleasant voice.

Hey Google: We cannot forget the dominate gorilla of search — Google. Google has enabled voice recognition search for some time on Android phones and apps. But come on Google, the best you have to activate listening is for me to say "Hey Google"? And, where's the sexy voice giving me my information?

All of these assistants are very similar in concept and function. They were designed around providing a voice option for search. Nothing wrong with that — they are easier than typing, especially while driving. But, you must first press a button or icon to use these assistants.

What makes Alexa so different and compelling?

Alexa "lives" in Amazon's new hardware device called Echo. Echo is essentially a computer without a screen or keyboard. Echo has both a robust speaker that can fill a room and a microphone that is always listening for your beckon call. Since Echo is plugged into electricity and your WiFi, she is always standing by waiting for your command.

If you haven't seen Echo in operation, the mesmerizing seduction is hard to describe. Say "Alexa" (can be reprogrammed to another wake word) and she is ready to find what you need. Say "news" and she will read the headlines from sources you have selected. Ask for weather and she will pleasantly read you today's forecast. And, as the list of Amazon developers grows, the list of Alexa apps grows and what she can do grows. She can now fetch and read stock reports, provide sports scores, etc. And, Alexa can find your Amazon order, put things on your Amazon wish list and reorder frequently used Amazon purchases!

Amazon's Echo is so compelling and selling so well that Amazon can't keep them in stock! It's no wonder Google is announcing its own version, called Google Home, this fall. They would be smart to replace "Hey Google" with their own sexy siren name.

If Alexa listens, does she remember it and store it?

So in keeping with Amazon's overarching strategy, Echo was designed as an ecosystem that provides you, the customer, with tremendous value. You not only have a fun, sexy assistant to find you things, Alexa delivers Amazon ecosystem content like music or news and information. And, of course, Alexa conveniently enables you to directly interact with Amazon in terms of logging your preferences, wish lists and even orders.

Now consider just how valuable all of those customer questions and requests would be if Amazon had millions of Echos turned on and listening in every home!

Imagine my surprise when I logged into my Alexa app (you have to log in on the app to use Echo) and I found a complete log of EVERY question ever asked of Alexa! Even the "inappropriate ones" asked by friends testing Alexa's capabilities in my home. I'm sure Amazon has a very good rationale for why the need to record these interactions to improve, both voice recognition and Alexa's ability to continue to improve her responses.

Amazon is very customer experience oriented. And, to be very fair, they tell you about the log and where to find it on the app … but just imagine that treasure trove of data coming in daily, hourly from millions of Alexas!

Now, here's the real scary part. Amazon might be very conscientious in the use of Alexa logs. BUT … and this is a very BIG BUT, remember Alexa is an IoT device continuously connected to the Internet. How easy would it be for a hacker to change Echo to listen to everything going on in your house?

We now face a fundamental tradeoff of convenience vs. privacy

Let's be very clear and not single out Alexa as the only one logging activity. Google and various social media have been logging our search for a very long time. When you go online you leave a digital footprint and cookies everywhere. Which is why that product you just searched for pops up on your Facebook page. Just like Alexa, you can be sure Google keeps a very accurate log of your searches, voice inquires, and where you go from there on the web.

"They"are tracking us! Does it matter?

We have all reached a critical personal decision of how much privacy we are willing to forego for the sake of convenience and ease of use.

For me, tracking my search when I use Google or Cortana is one thing. As I make my requests, I'm mindful of search, and I have enabled as many privacy settings as possible. Somehow at home, "speaking" with Alexa is entirely different. The interactive nature of the "conversation" is more casual and that changes the nature of my questions. The question of Echo's log privacy is not just one of Amazon's ethics, but one of vulnerability to hackers.

Echo and Google Home are new tipping points in IoT and privacy. The feature of always-on listening changes the dynamics of search and ease of use. And, while there is a "wake up" word that is supposed to trigger listening for only your requests … can we be really sure that those speakers aren't in fact eavesdropping at other times? Oh by the way, that smart TV you just connected is also an IoT device with the same voice capabilities, and similar risks to your privacy.

As for me, I will be reading a hardcover book this weekend. I will have to check and see what Alexa recommends.