Deception, Discrimination, and Objectification: Ethical Issues of Female AI Agents

Sylvie Borau ()
Additional contact information
Sylvie Borau: Toulouse Business School

Journal of Business Ethics, 2025, vol. 198, issue 1, No 1, 19 pages

Abstract: Abstract The use of female AI agents, such as vocal assistants, chatbots and robots, is on the rise, but the indiscriminate feminization of these AI agents poses novel ethical concerns about their impact on gender relations in society. This conceptual article argues that AI agents, even virtual ones, can display sexed cues (bodies, faces, and voices) beyond mere gendered cues (e.g., names, pronouns, hairstyle) and questions how assigning artificial female gender and sex to AI agents can harm women and transform gender power dynamics. Grounded in the Social Shaping of Technology and Technofeminism with an existentialist feminist lens, this work parallels the scrutiny that the use of gendered and sexed cues in female advertising models has faced over past decades to critique the deceptive practice of linking artificial gender and sex in female AI agents. It suggests that by restricting a narrow view of gender to a narrow view of biological sex, the use of female AI agents limits women’s self-concepts by binding their identities to deceptive, narrow body/face/voice-centric scripts, while facilitating covert manipulation, enforcing harmful stereotypes, amplifying objectification, and exacerbating gender power imbalances. This research offers ethical guidelines for the further development of AI agents based on transparency, justice, and care, addressing this new form of surveillance capitalism and sexual oppression, and providing insights to create a more authentic, equitable, and caring technological landscape.

Keywords: Gender; Sex; AI agents; Feminism; Stereotypes; Discrimination; Objectification; Manipulation (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10551-024-05754-4 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jbuset:v:198:y:2025:i:1:d:10.1007_s10551-024-05754-4

Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10551/PS2

DOI: 10.1007/s10551-024-05754-4

Access Statistics for this article

Journal of Business Ethics is currently edited by Michelle Greenwood and R. Edward Freeman

More articles in Journal of Business Ethics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().