Gender is Personal – Not Computational

Abstract

Imagine walking down the street and seeing advertising screens change their content based on how you walk, how you talk, or even the shape of your chest. These screens rely on hidden cameras, microphones and computers to guess if you’re male or female. This might sound futuristic, but patrons in a Norwegian pizzeria discovered it’s exactly what was happening: Women were seeing ads for salad and men were seeing ads for meat options. The software running a digital advertising board spilled the beans when it crashed and displayed its underlying code. The motivation behind using this technology might have been to improve advertising quality or user experience. Nevertheless, many customers were unpleasantly surprised by it.