Gender Bias in Chatbots and Its Programming

Nowadays, digital transformation in business seeks to maximize the efficiency of its own processes through automation. These changes will be successful if the process of adaptation and change management is properly carried out. One of the main tools to achieve these transformations is the chatbot. This key technology will help embrace these changes and transformations; however, there have been processes in which their interactions show bias, as inclusive interaction is missing. This research focuses on two main points: first, to identify whether the user is capable of recognizing any bias variables in chatbots and second, to analyze if these variables have an impact when there is an adoption of new technologies in any digital transformation and business goals. The faster and more in depth a company understands the bias and its impact in the target audience, the better automation will be adopted. As a result, chatbots will be properly used to achieve and increase business goals. Some undoubtable chatbot uses in marketing are personalized service, facilitate sales, and trigger client’s satisfaction. Most importantly, gathering valuable data for analysis, predictive business models and trends into virtually for any product or service intended to promote. After consulting +150 chatbot users, it can be concluded that it is a proven fact that gender bias is present, also, there is a high trend and acceptance of chatbots with female voices and characteristics, which can be balanced if there is awareness around this topic among developers and change management teams seeking adoption of new technologies. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.