AI as the companion: The gendered role and technological imagination of the intelligent voice assistant in China

Artificial intelligence voice assistants often embedded in people’s daily lives appear as social partners. Most artificial intelligence assumes the humble and submissive female names and voices. Scholars from Techno-feminism argue that technology has a gender aspect, not neutral and transparent. Why should AI voice assistants be designed as female images? How do users use such a product and interpret its gender? Based on feminist theory, this study interviewed 11 users and analyzed publicity videos and text materials on Classmate AI’s official media platforms. The finding is that the intelligent voice assistant of Xiaomi company has feminine characteristics, with most users being male. Cutting-edge technology, convenience, and emotional support are the main reasons users use it. Due to traditional gender stereotypes and the imperfections of the product itself, male users frequently express insensitivity to the gender of intelligent voice assistants. However, they unintentionally consolidate the dominant perspective of technology and gender through participatory, creative, and personalized practices such as training programs.